Professional Documents
Culture Documents
12/08/21 Confidential
On Demand Demands More
12/08/21 Confidential 2
The Legacy Sales Funnel
Qualify
Leads
Opportunities
Sales
12/08/21 Confidential 3
A Tale of Two Funnels
Education Training
Sales Focused Focused
Marketing Marketing
Heavy
Sales Focus
12/08/21 Confidential 4
Customer Acquisition Phases
12/08/21 Confidential 5
Phase I
• Increase Awareness/Traffic
– PPC (search and content network)/Advertising
– Display ads on sites sending converting traffic
– PR and analyst outreach
– Social media channels
– SEO
– Channels
– Webinars and events
– Sponsorships/Associations/Awards
12/08/21 Confidential 6
Phase II
12/08/21 Confidential 7
Phase III
12/08/21 Confidential 8
Phase IV
12/08/21 Confidential 9
Phase V
• Onboarding/Training
– Analyze on boarding process
– Support and self-service knowledgebase
– Surveys and polls
– Email communication
– Training tools and programs
12/08/21 Confidential 10
Phase VI
• Adoption/Upselling/Training
– Training tools and programs
– Upselling opportunities being optimized
– Identify and leverage evangelists
– Channel/partner programs
– Customer adoption patterns
12/08/21 Confidential 11
Phase VII
• Evangelism
– Leverage evangelists
– Referral and reward programs
– Channel/partner programs
– Advisory boards
– User groups/community
12/08/21 Confidential 12
Key Metrics
12/08/21 Confidential 13
Summary
12/08/21 Confidential 14