Yesterday, I wrote about static value. Today, I'm writing about the need to revisit your idea of the pipeline funnel to see if it might have changed without you noticing.
Focus.com - thanks to Craig Rosenberg and Sarah Miller - invited 14 Focus Experts to share their picture and definition of the B2B sales and marketing pipeline funnel. I was very happy to be included in the fun! Download your copy here.
My funnel is more of a horizontal cylinder focused on the buyer perspective. Instead of a contraction in the middle, mine bulges as multiple influencers on the buying committee converge to reach consensus. [See page 4]
Christopher Doran, from Manticore Technology, depicts his living funnel that evolves in parallel with changing business conditions. (no static here!)
Barbra Gago, from Cloud9 Analytics, shows a funnel that showcases community at one end and evangelism on the other. Hers was one of several that extended beyond customer acquisition - which is a huge point that I somehow forgot to address.
Steve Gershik, from 28Marketing, takes a look down into the funnel to see the swirls of activity that move leads from the outside edge to become customers and advocates at the center of the funnel.
Sue Hay, from BeWhys Marketing, draws her funnel to combine stages with execution tactics to bring it alive.
Matt Heinz, from Heinz Marketing, expands both ends of his funnel to widen opportunities across the lifetime of the relationship.
Carlos Hidalgo, from The Annuitas Group, shows us a stairway model that provides percentages of conversion at each step - emphasizing the importance of activity taken at all stages to maximize outcomes.
Jon Miller, from Marketo, showcases his funnel as the Revenue Cycle with a focus on not letting a lead idle at any stage, engaging in two-way dialogue and recycling at signs of a stall.
Adam Needles, from Left Brain Marketing, designed his funnel to allow Buyer 2.0 to create their own pathway to purchase.
Tom Searce, from Searce Market Development, chose to show that leads start at the bottom and then rise to the top.
Matt West, from Genius, shares a funnel showcasing the 4 Rs - Reach, Response, Relationships and Revenues.
Steve Woods, from Eloqua, created a funnel to analyze marketing's impact on revenues.
Bet you can't wait to see all the funnels! Get Your Very Own Copy and see if there are any ideas that shake up how you think about your own picture of the funnel.