![]() It also highlighted the importance of handoffs in the lead management process. This model was incredibly important because it helped to establish a framework against which marketers could begin to measure the impact and effectiveness of their activities, spend, campaigns. It established the fundamental revenue stages that you hear every day… Inquiry, MQL, SAL, SQL. ![]() It’s hard to believe this old chestnut was released back in 2006. The trick is to know the limitations and avoid the potential dangers.) But the funnel is still the best metaphor I’ve found for quickly mapping people, process and technology to the revenue process. ![]() In fact, there has been a fair amount of funnel-hating going on over the past several years. (By the way, some might say the funnel model is also one of the most misunderstood, most misleading, and most abused within B2B. To analyze and guide investments they need to consider for their achieving longer-term revenue goals.To validate and support more accurate revenue forecasts in the near term.To map, analyze, and improve their lead management processes.To measure and report the performance of their revenue program and related tactics.Smart organizations use their funnel framework for some very important things: The funnel model - more than any other concept in the world of B2B revenue growth - is one of the most referenced, most used, and most simple tools for bringing some amount of clarity, order, and focus to an ever-more-complex world of modern marketing and sales.
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