This was another funnel sent to me by one of my friends. . This funnel was taken from the Sales2.0 blog, the poster is David Thompson, the CEO of a great up-and-coming marketing automation company Sales Genius. (who I owe a long post about) Anyway, the impetus for this funnel was a meeting David had with Geoffrey Moore of Crossing the Chasm fame.
Their goals was to show:
how many of the Web 2.0 technologies are driving a faster, higher volume, incredibly efficient (measurable!) customer acquisition process, from Google AdWords providing anonymous inquiries to a customer’s web site, to on-demand CRM systems making it easier to track pipeline progress, to real-time web site monitoring helping qualify customers faster and offer personalized service, to online communities of customers and sales people trading leads, and web conferencing making it easier for Sales people to “connect and close†with customers on the Web.
Here is the cliff notes to what we have here:
- Top of the funnel:
-
- “Anonymous Visitors” - SEO, search, etc
- “Named Visitors” — Online contact databases
- Qualify Named Prospects:
- Tools for your sales team/inside team to connect with and qualify customers
- Track/Manage
- SFA/CRM
- Close
- Companies like Echosign that have automated order forms
- Loyalty
Ok, now for my commentary:
- I like it, whether I agree with it or not. Obviously this was built with the idea of being able to put their partners into a puzzle.
- I could say: “where is so-and-so” but being what I know from #1 above….this isn’t about that.
- This does not fully represent process (again this is ok) but anonymous visitors have a second step that should be part of a company’s automation funnel which is optimized landing pages, etc.
- We need a place for DRIP/Nurture on there. Always hard in a funnel, but if we are talking about true Sales 2.0 than that part of the process HAS to be accounted for
- For Named Visitors, I would include buying targeted registrations on the internet via whitepapers or other offers. This is also very much in the repertoire of the new-age sales and marketer.
- So is metrics and reporting…that should probably run across the side of the pipeline next to the process arrow. (PS dont think you can use Salesforce.com for this)
- Im still not feeling the EchoSign and Nsite part of the process.
- All in all, I think this is a start and a good one at that. Of course, my company is not on here, but I am game with that…that will change. In the funnelholic.com, I am an editor not a shill.
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