where funnel management can go wrong:the case of the missing stages

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Where Funnel Management Can Go Wrong:

The Case of the Missing Stages

Charles Besondy, PresidentBesondy Consulting & Interim Management LLC


Agenda

• The new Buyer and your funnel• The missing funnel stages• Well-aligned Funnel examples • Rebuilding your funnel model • Calculating the necessary funnel velocity


The Old Buyer

I don’t know your companyI don’t know your customers I don’t know your productsI don’t know your service recordI don’t know your execsI don’t know your financial stability

Now, what did you want to sell me?


The New Buyer

• .• My team and I have decided to invest in

solving a problem• I’ve checked out your company’s reputation• I’ve checked out your product’s reputation• I’ve checked out your competitors

You’re on my short list; give me your best deal


Poll

• Where does your sales funnel/pipeline begin? What is the first stage that is measured?– When sales department declares a lead as a

sales opportunity– When sales declares a name as a “lead”– As soon as we know a name and company– When lead quality has been verified by

marketing


Key Takeaway

• A large part of the buying process is occurring before your sales department knows about the opportunity

• The buyer is controlling most of the process

Are you managing the funnel accordingly?


Missing Stages

Opportunity

Confirmation

Needs assessment

Budget Identified

Proposal

Negotiation

Decision

?


The Buyer’s Journey before Engagement with Sales

Interest

Problem identified

Need to solve agreed

Research solutions

Opportunity

Confirmation

Needs assessment

Budget Identified

Proposal

Negotiation

Decision

Time Content

For a narrated version of this presentation

visit my site. http://www.besondyllc.com/b2b-funnel-management/

http://www.besondyllc.com/b2b-funnel-management/




Examples of Aligned Funnels

Example 1Position in Category

Interest established

Problem identified (MQL)

Need agreed (SAL)

Offer understood

Preference formed

Decision made

Contract received

Sales

Marketing

MathMarketing



Example 2Marketo



Example 3SeriusDecisions



Position in Category



Need agreed (SQL)

Offer understood

Preference formed

Decision made

Contract received

A Hybrid

Awareness / Friend

Name

Customer

Prospect

Lead

Sales Lead

Opportunity


Resources

www.BesondyLLC.com (Resources and blog sections)

Funnel calculatorFunnel Vision newsletter

Funnel management videosFunnel management books

Preparation tips for marketing automation


Key Takeaways

• Include all major stages of buyer’s journey in your funnel

• Measure and track progressions• Develop content that’s appropriate for

each stage• It’s a buyer’s journey, not a sales journey


Why Include all Stages?

• Accurate stage identification improves forecast accuracy and process alignment between Marketing and Sales

• Aligns the company with the customer• Drives content and lead gen strategies &

tactics


The Impact of Missing Stages

Position in Category



Need agreed (SQL)

Offer understood

Preference formed

Decision made

Contract received

Lag in Weeks

8

4

4

2

2

2

1

1

Leakage

95%

60%

50%

25%

15%

10%

20%

1%

16 weeks

8 weeks

1%

60%


The Critical Funnel Math of Top Stages

• What tactics will you employ at these stages in order to drive these results? When must the tactics be executed?


Summary

• Align your funnel to the entire buyer’s journey

• Include the early stages of the buyer’s journey in your funnel; measure where possible

• It’s a revenue funnel, not a “sales funnel”, or a “marketing funnel”, or a “lead funnel”


Resources and Questions

For a narrated version of this presentationhttp://www.besondyllc.com/b2b-funnel-management/

Charles [email protected]@CharlesBesondy


where funnel management can go wrong:the case of the missing stages

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