Step 11: Listening & Learning through continuous evaluation and monitoring practices
‘What gets us into trouble is not what we don’t know. It’s what we know for sure that just ain’t so.’ – Mark Twain
I think this famous quote by Mark Twain sums up my feelings about marketing funnels, sales funnels and pipelines and in whatever direction we may want to flip them. We don’t know for sure, and we keep pretending that we do know each and every time we construct another funnel. After we construct a funnel/pipeline, we evaluate them by our success rates and pay commission based on those success rates. We wonder why we have limited success rates increasing market share.
We continue to build transactional funnels, we will continue to get transactional customers. If we build collaborative funnels, we get collaborative customers. We become collaborative through better understanding of our customers desired outcomes.
If we build collaborative funnels, we get collaborative customers. Another approach would be to create a learning funnel based on increasing knowledge of a given outcome desired. It is the knowledge that we want to build, refine and demonstrate for both parties. How do we build a deeper understanding? We dig deep that’s all.
PDF Monitoring & Evaluation Worksheet: https://drive.google.com/open?id=0Bz5yH-7cFo5MRDJWOFJiLXBJQW8
Worksheet Video: https://drive.google.com/open?id=0Bz5yH-7cFo5MQ190SUpxZGYyYjA
Begining: Funnel of Opportunity Introduction
Previous Page:Step 10: Co-create Vision Next Page: Step 12: Sustain & Grow