Managing Customer Value
“When you want to spend the rest of your life with someone, you want the rest of your life to start as quickly as possible.” – Billy Crystal at the end of When Harry Met Sally When we think about our sales/marketing funnels or as the title of this blog states, The Engagement Funnel, do we Read More …
A marketing plan is not anything more than a hypothesis. It is the ability to learn from them and build on each conversation is what makes a plan plausible. Most marketing funnels concentrate on building linear step by step plans. They think of gathering a large group of prospects and narrowing them down through some Read More …
In most sales and marketing schemes we like to build what we call a Sales Funnel or Marketing Funnel. In the service world, we have learned to create customer journey maps. Both serve the purpose of trying to manipulate a customer through this selective path to arrive at the ultimate goal that WE DESIRE FOR Read More …
A common sales exercise is to have a new salesperson state in a paragraph what they do for the company. They are then asked to state it in a sentence or two, after that one word. Organizations will often do the same thing in a mission exercise. It provides clarity to the mission. It is Read More …
I use to believe that marketing funnels, value stream maps, process mapping and to some extent customer journey maps would work in present day sales and marketing processes (Value Stream Mapping should be left on the Shop Floor). I am not saying they won’t, but I have taken a completely different approach over the past Read More …
You are either Selling or Marketing, that’s it! Why have we complicated all this with Customer Experience, Customer Relationship, Customer Development, Sales Management, Marketing Funnels and Sales Funnels? Or whatever your choice or flavor of the month you have. Few of us even do a good job of attempting to mirror the customer decision process Read More …