Buyers buy differently today and if your funnel doesn’t reflect how buyers buy, you’re probably falling behind your competitors. Indeed, the funnel management of many companies only covers about half of the actual stages through which a typical B2B buyer progresses. If you’re not properly managing the entire funnel a high percentage of potential deals are going to your competitors without your company even getting a chance at bat.
I recently recorded a webinar that is well-suited for Marketing and Sales managers. Click on the link at the end of this post to view the webinar. It covers these topics:
- Why it matters that you align your strategy, processes, and funnel stages to the Buyer’s Journey
- The critical stages that are frequently overlooked
- Funnel examples that align Sales & Marketing to the Buyer
- Rebuilding your funnel model to learn the necessary funnel velocity
What can go wrong with funnel management – webinar
There are common blocks to achieving revenue breakthroughs in any organization. By breakthrough I mean a result that is unexpected, unusual, BIG.
Those obstacles are:
- Market/product factors
- Time restraints
- Budget restraints
- Skill gaps
- Relationship gaps
- Process / technology gaps
- Alignment gaps
More than one obstacle is usually present, but only one out of the seven tends to trump all the others in my experience.
On October 12 I’m co-presenting a free webinar that looks at how revenue breakthroughs have been achieved by aligning the culture and processes of Marketing and Sales.
Attendees will be given opportunity to calculate their Alignment Index during the webinar and estimate the costs of mis-alignment to their organization. We’ll also look at specific techniques that have been used very successfully to align the processes and culture of Marketing and Sales and the results.
If contributing to revenue growth excites you, and lack of alignment frustrates you please join us online on October 12 for this webinar. The event is sponsored by marketing automation vendor, Leadformix, but our program is not a pitch for marketing automation or any other technology.
Why not take just 45 minutes – in the comfort of your own office – to learn how to:
- Predict – and change – the future using a simple model funnel
- Use lead quality to increase profitability and marketing ROI
- Use lead quality to drive your revenue objectives
- Use predictive modeling to accurately forecast how many leads, meetings, proposals and deals you need to win
- Use metrics to inform change
- Hugh Macfarlane, MathMarketing
- Jim Lenskold, Lenskold Group
- 9th September – US Eastern Time 3.30pm
- 10th September – Australian Eastern Standard Time 11.00am
Attend, and I’ll also offer you a free analysis of your current sales funnel. So, you get some action-packed insights PLUS some free consulting.
I’ll build a disarmingly clear model of your funnel that projects your growth over the next 3 years, based on your current effectiveness. The results will confront you, but also inform what you need to change if you want to see real results. We’ll present your funnel, our analysis and the identified gaps to you and your team so you can agree what needs to change.
Places are strictly limited – so please register to reserve yours right away.
Universal rules for B2B marketers aren’t all found in text books and seminars. Sometimes wisdom can be found (re-found) in the oddest places; even in cartoons.
Remember the villain in Peter Pan, mean old Captain Hook? He was only scared of one thing, a ticking clock. (To be accurate he was actually scared of the alligator, but stay with me a bit longer.)
As B2B marketers we have to have a healthy respect for the ticking clock, the passing of time. Time, just like Captain Hook’s nemesis, can bite us in rear end if we don’t understand the critical importance of time in our lead-sales funnel.
You may be feeling pretty good about your lead volume target. You calculated the number of deals or orders required to reach the revenue goal. You looked at conversion percentages at key points in the funnel. You calculated the gross number of names that marketing programs need to put into the top of the funnel. What’s so tough about that, you might ask?
You have stepped into a trap and the alligator is about to have you for lunch. Don’t ignore the ticking clock.
Here’s an excellent article with tips on how to factor time into your lead volume calculation. It’s good reading for sales managers, too. The folks at Math Marketing have been developing and testing best practices for sales funnel management for over ten years on 4 continents.
If you want to be notified when there are Webinars or workshops on this topic, just contact me directly.
If you are a B2B marketer reading this your job could be in jeopardy and you don’t even know it. If you are a CEO or CSO you’ll see why you tend to be frustrated by the marketing function at your company.
Try this. Make a list of all the tactics your demand generation campaigns include. For each of the tactics make a note of what the objective is.
In most companies a majority of the list includes tactics devoted to “building name awareness”, “getting our name out there”, “positioning the brand against the competition,” etc. Good enough, but what about the tactics that move buyers into and through the funnel?
If Marketing’s primary focus is on branding, it isn’t doing enough to partner with Sales in driving revenue.
How should a company view the role of Marketing in its revenue generation process? I suggest you register for free 45-minute webinar on July 29 at 2:30 EDT. This webinar is being presented by MathMarketing, a thought-leader in the area of sales and marketing alignment. (I am associated with Math Marketing as a Funnel Coach in North America).
Here’s what will be covered:
- The 4 most common reasons Marketing fails to deliver accountable results
- 3 proven steps to get Marketing and Sales on the same, revenue-accountable track
If moving Marketing closer to revenue is important to you I suggest you register today.
In a lot of B2B companies marketing and sales aren’t on the same page and this creates a severe obstacle to efficient revenue generation. Just about everyone talks about the problem. Few have adopted methods that solve the problem and generate convincing results.
If you want to hear first hand the secrets of companies who got the alignment right and are growing 5.4% faster than their industry counterparts, winning 38% more proposals, and churning 36% fewer customer every year I suggest you register for a free online Forum produced by MathMarketing. I’ve seen this 45 minute program and it certainly opened my eyes.
The initial event is May 20 in U.S. time zones, but registration is closed. The next event is June 17. Here are the times
US Pacific – 12.30pm
US Mountain – 1.30pm
US Central – 2.30pm
US Eastern – 3.30pm
Here’s the link to register (and I’m told “space” is limited; the May 20 event became fully subscribed in less than 2 weeks). www.mathmarketing.com/forum