Ideal (profitable) customer

Funnel activities

Every business has a funnel

Manage & exploit your knowledge

2 3

Process

People

Profitable customers

Technology 1

The problem?

How can you find a more cost efficient way to acquire more profitable customers (leads)?

What’s the goal?

How much of what do you need?££££

1

2

How will you measure success?

“Half the money I spend on advertising is wasted.  The trouble is, I don’t know

which half.”

Find the blocks to sales & marketing success

Ask what it isn’t working.

Ask what is working.

3

Walk the process4Ideal (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

THE CUSTOMER’S POINT OF VIEW

You designed your funnel the way you hoped it would work…

Now is the time to design it as it should work!

5

Get in the flow6

Ideal (profitable) customer

Funnel activities

=+++

1. Every activity, should link clearly to the next one2. Every activity needs to be thought through and clearly designed3. Every activity should contribute to moving the lead through to winning the

business

Sales says…

communicateMarketing says…

Procurement says….

Engineering says…..

Sales support says…...

Customer says, I want ……

Get people to communicate

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 conversations3. Appoint a ‘responsible’ team leader

7

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) need2. 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

2 3

Who

What

Profitable customers

How 1

Ideal (profitable) customer

Suspects, prospects

Every business has a funnel

What makes an ideal customer?

Who needs what you are selling?

1

What are you selling?

What needs does it address?

2

What are your key messages?

How do you tell them what you do and how you can

help?

3

What’s in your funnel?

How are you going to fill it?

4

prospect is not aware they have a problem, or you / your products & services exist

prospect has a problem and is looking for a

solution

How do you raise awareness & get found?

Identify ideal

customer

Find

Attract

Keep

5

Ideal (profitable) customer

Funnel activities

What are you doing to fill your funnel?6

Jacqui Malpass

www.jacquimalpass.com