Growing Your Business

With a Flywheel Model

WHAT IS A FLYWHEEL?
 PIXABAY

Anytime you look at a graph representing a conversion process,

the chart itself is shaped like a funnel.
The people
coming out of the
bottom of your
company funnel
can have a
huge impact on
the people going
into the top of it.
 The bottom of the
funnel can feed the
top of the funnel.
The people coming out of the
bottom of the funnel
can prevent other
people from entering
the top of the funnel.
 The attitude of people when they come out of your
funnel directly impacts the number of people who are
willing to enter the top of the funnel.
FLYWHEEL
A machine that stores rotational energy.
 Happy customers
provide the energy
that fuels that growth.

PIXABAY
PIXABAY

Everything you do
should be done with
the goal of creating
customers who will
add positive energy
to the flywheel and
accelerate your
company’s growth.
That’s why the inbound
methodology is a circle.
It represents the flywheel that will
drive your company’s growth.
You aren’t alone in helping your company grow — you have all of
those faithful customers helping your company grow, too.
COMBINING FUNNELS
AND FLYWHEELS
 The flywheel represents your company as a whole,
but you’ll still have funnel-shaped charts and graphs
representing the effectiveness of
different processes within your company.
SALES PROCESS
Defines the steps your sales team helps a qualified lead
complete on their way to becoming a customer.
 SALES PROCESS
100
90
80
70
60
50
40
30
20
10
0
Step 1 Step 2 Step 3 Step 4 Step 5 Step 6

You’ll probably find that a lot of people make it to the first step of your sales
process, a slightly lower number of people make it to the second step, and so
on until the final step, which the least number of people make it to.
 SALES PROCESS
160

140

120

100

80

60

40

20

0
Step 1 Step 2 Step 3 Step 4 Step 5 Step 6

If there’s an exceptionally big drop off between step one and step two,
it could be that your sales team is over eager
in turning qualified leads into opportunities.
 SALES PROCESS
160

140

120

100

80

60

40

20

0
Step 1 Step 2 Step 3 Step 4 Step 5 Step 6

Any place you see an especially precipitous drop between two stages, you
should do some analysis and find out what the problem is.
 Tony Sal
100 100

50 50

0 0
Step Step Step Step Step Step Step Step Step Step Step Step
1 2 3 4 5 6 1 2 3 4 5 6

Gunther Rodrigo
100 100

50 50

0 0
Step Step Step Step Step Step Step Step Step Step Step Step
1 2 3 4 5 6 1 2 3 4 5 6

It’s also helpful to look at charts like this for individual reps and see if there are
coaching opportunities to help them improve their metrics in individual stages.
 Referral rate (NPS) ___% Visit-to-lead ___%

Lead-to-customer ___%

By layering flywheel thinking on top of your funnel charts, you’ll be able to

find even more places where your processes can be improved.
AFTER THE SALES REP
MOVES THE DEAL
TO CLOSED-WON,
WHAT HAPPENS?
It’s a good practice to
ask happy customers
to refer people from
their network.

PEXELS
 There might be specific
things your services team
can do to make it easier for
your sales team to get
referrals later.

PEXELS
BY TAKING THE INDIVIDUAL FUNNELS
WITHIN YOUR BUSINESS AND
POSITIONING THEM
INSIDE THE LARGER FLYWHEEL,

YOU’LL UNLOCK ALL KINDS OF

OPPORTUNITIES FOR
CROSS-TEAM COLLABORATION.
THANK YOU.