The Funnelholic

First let me say, I have NOT talked to Bulldog about re-printing their funnel. One of the CRM analysts I work with, Adam London, sent this over to me as a great funnel. He is right. I have always liked Bulldog’s marketing tactics from branding, educational materials, and their nurture emails they send me. I also like their offering, they basically work with their customers as a value-added webinar provider. They do everything from audience development to scoring to presentation.

Like I said, they have a great funnel.

Here is the webpage this was found on

This funnel is trying to represent the fact that if you don’t follow up immediately with leads, 50% will fall out of your funnel. With Bulldog, their scoring system tells you which leads need to be engaged with sales immediately. Good stuff, except what I liked about this funnel is that it represented something much more to me. Broken funnels can come from:

• Ineffective hand-off processes — my favorite and most recommended is to build a highly optimized Lead Development team. That’s right HUMANS whose job it is it both connect with and qualify leads.
  • In VoIP, where I sell a ton of leads here is what I am seeing:
    • Companies with Lead Development Teams never complain about “not reaching leads”
    • They always have 10-50% better lead-to-sales opportunity rates
    • 5-20% better total ROI on ALL lead sources.
  • One company we worked without a lead qual team and then with one after is a perfect example. First let me give you the scenario, the VP of Marketing was buying leads all over the internet. They had a 20% lead-to-sales opportunity rate and 10% ROI against all lead sources.
    • What was amazing was: lead sources they thought were terrible, became successful
    • Their lead-to-sales opportunity rate moved up 25%
    • 15-17% ROI
    • Happier sales guys
    • No lead drop-off.

Bulldog’s reference to scoring is an equally important part of the marketing-to-sales connection but I just don’t believe it fully keeps the pipeline from breaking…in conjunction with a lead qual team you will re-align your funnel

And thanks to Bulldog Solutions for letting me use their funnel…please go and check them out.

Written by Craig Rosenberg - The Funnelholic
Sign up to receive emails when new articles are posted

Trackback URI | Comments RSS