For Marketing Predictability, Flip Your Marketing Funnel On Its Head

Thanks to Leadsift for having me contribute to their 1-Minute Learning Series. The original video interview with Alex Field lives on Leadsift’s Linkedin page.

For a good majority of marketers in the tech industry, our core mandate is to generate leads, and more times than we can count, CEOs, executives, and sales aimlessly tell marketing, "we need leads."

No. You want revenue.

Sure, leads get you to revenue, but let's get everyone on the same page. Revenue is what matters? nothing else.

So, when you have business leaders asking for leads, and a sales team that is hungry to bring in revenue, it’s time to reverse engineer your marketing funnel and put a plan in place that highlights both leads AND revenue.

Spinning up a reverse funnel will instill that sales, marketing, and the company are working towards the same thing — that BIG revenue number.

Let’s start with this example.

Your company has a goal of closing $6M in new bookings for the year, and the goal for the first quarter (Q1) is $1M. Looking at your funnel conversions, your Q1 marketing and sales metric breakdown like this:

These numbers give marketing the insight to confidently commit to bringing in roughly 11,940 leads and committing to 571 MQLs to sales for the quarter.

The bonus, the reverse funnel also works for events, content marketing, social media, email marketing -- whatever has a conversion flow with an end goal.

Marketers, reverse engineer your funnels! You will not only look smarter, but this action will help you focus on building a more meaningful marketing plan.

CEOs, encourage and support this from both sales and marketing.

When you need help understanding your funnel and conversion rates, please contact us for a free 1-hour marketing consultation.