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The Leaky Funnel
Hugh Macfarlane, CEO and Founder Math Marketing
The Leaky Funnel Hugh Macfarlane, CEO and Founder Math Marketing - - PowerPoint PPT Presentation
The Leaky Funnel Hugh Macfarlane, CEO and Founder Math Marketing - - PowerPoint PPT Presentation
The Leaky Funnel Hugh Macfarlane, CEO and Founder Math Marketing 5.4 points of out-growth 38 % higher close rate 36 % lower churn Structure Objectives Remuneration Strategy Understanding Tactics (process) The buyer Measures Clear
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Structure Remuneration Understanding The buyer Clear rules Objectives Strategy Tactics (process) Measures Plan
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Objectives
US$100m revenues Growth 20% Churn 10% ASV $100k What’s the target? What’s the target?
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Strategy
All the really big, really cerebral stuff A deal you need 40% discount on and can’t explain why Digital marketing strategy What you’re planning to sell To whom (exactly) Through whom
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Tactics (process)
10 Interest established 8 Gap acknowledged 4 Need agreed 3 Offer understood 2 Preference formed 1 Decision made 12 Positioned in category Untroubled and unaware
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10 Interest established 8 Gap acknowledged 4 Need agreed 3 Offer understood 2 Preference formed 1 Decision made 17% 20% 50% 25% 33% 50% 12 Positioned in category Untroubled and unaware
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Ideology of the funnel
51 days 1
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Ideology of the funnel
16 days 4 days
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How effectively does Sales use Leads from Marketing?
LEADS SALES MEETINGS PROPOSALS
SALES MKTG
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Measure Marketing on how good those Leads are?
LEADS SALES MEETINGS PROPOSALS
SALES MKTG
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Measure Sales on close rates?
LEADS SALES MEETINGS PROPOSALS
SALES MKTG
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So:
- Forget about revenue
- How fast and how far?
- Do it together (plan, execute, measure)
- Forget ideology
- Code for BDM, source, campaign, stage dates