The Magic of Innovative Marketing Sales Funnel Management
By Robyn Sachs, President & CEO, RMR & Associates, Inc. Many CEOs are constantly searching for that one perfect solution to increase revenue, and in the process, they're often bombarded with "can't miss" pitches. They go searching like Diogenes for an honest solution, but they end up becoming increasingly cynical as they realize that most solutions rarely work as promised. I believe the true solution is rooted in what W. Edwards Deming, noted proponent of quality control, reportedly said: “In God we trust, all others must bring data.” That is easier said than done, as prospects rarely report how they decide …or do they? If CEOs could measure the decision-making process of potential customers and acquired customers, they could gain a better understanding of how they could improve. The key lies in integrated sales and marketing teams that understand, measure and manage the sales funnel. The sales funnel is a series of distinct steps, often sequential, that lead a prospect to purchase a product or service. "Funnel management" maps the customer’s journey from not knowing anything about the company to spending money on the company’s product or service. The funnel can be the company’s own Diogenes journey — but a successful one. Companies [...]