Feb 15th, 2008
The funnel’s are back — I like this one: the funnel to the funnel
Nobody is really sending me funnels anymore. But I have a bunch in my email box that I haven’t gotten to. Here is one that is great. It represents the “funnel to the funnel”. As I have railed in favor of before, you have to understand your marketing funnel like sales looks at their sales process funnel. You can’t just send leads to Field Sales Reps or others. You have to understand from web traffic to passing the leads to sales. And what you do in the Sales Support stage will have a substantial impact on your lead ROI. The hard part is convincing an organization that doesn’t understand that you will have increase cost-per-lead to drive a higher ROI. Unfortunately, the best lead generation organizations I have seen start out with a realistic view of cost-per-lead (ie they dont just use the $90 CPL from TechTarget, they build in realistic conversion rates, drip/nurture costs, lead qualification costs).