Every business has a
funnel
Ideal (profitable)
customer
Funnel activities
Manage & exploit your
knowledge
Process
Profitable
customers
People
Technology
1
2
3
The problem?
How can you find a more cost
efficient way to acquire more
profitable customers (leads)?
1
What’s the goal?
How much of what do you
need?
££££
2
How will you measure
success?
“Half the money I spend on
advertising is wasted. The
trouble is, I don’t know
which half.”
3
Find the blocks to sales
& marketing success
Ask what it isn’t
working.
Ask what is working.
4
Walk the process
Ideal (profitable)
customer
Funnel activities
1
Rule 1
If it doesn’t create a lead,
or directly contribute towards
closing a sale, don’t do it
5
You designed your funnel
the way you hoped it
would work…
Now is the time to design
it as it should work!
THE CUSTOMER’S POINT OF
VIEW
6
Get in the flow
Ideal (profitable)
customer
+
+
+
=
Funnel activities
1. Every activity, should link clearly to the next one
2. Every activity needs to be thought through and clearly designed
3. Every activity should contribute to moving the lead through to winning the
business
communicate
Marketing
says…
Sales says…
Procurement
says….
Sales support
says…...
Engineering
says…..
Customer says,
I want ……
Get people to
communicate
7
Ideal (profitable)
customer
+
+
+
=
Cross functional team
activities
1. Everyone who contributes needs to know how they fit in and how they whole
process works
2. Arrange process mapping conversations
3. Appoint a ‘responsible’ team leader
2
Rule 2
Find out who does what to
contribute to the process and
get them all to communicate
with each other
Use technology
as an enabler
8
Ideal (profitable)
customer
+
+
+
Right solutions, fit
for purpose
1. Map out your technology, that you a) use and b) need
2. Ask, is it fit for purpose?
3. Technology is an enabler, not a driver
=
3
Rule 3
Automate what you can.
Don’t re-invent the wheel.
Right solutions, fit for
purpose.
Develop your customer
base
Who
Profitable
customers
What
How
1
2
3
Every business has a
funnel
Ideal (profitable)
customer
Suspects, prospects
1
What makes an ideal
customer?
Who needs what you are
selling?
2
What are you selling?
What needs does it
address?
3
What are your key
messages?
How do you tell them what
you do and how you can
help?
4
What’s in your funnel?
How are you going to fill
it?
5
How do you raise
awareness &
get found?
prospect is not
aware they have a
problem, or you /
your products &
services exist
prospect has a
problem and is
looking for a
solution
Identify
ideal
customer
Attract
Find
Keep
6
What are you doing
to fill your funnel?
Ideal (profitable)
customer
Funnel activities
Jacqui Malpass
www.jacquimalpass.com