3:15pm - 3:50pm Optimizing the “Forgotten Funnel”: How Sales Operations Can Help Turn Customers into Bigger Customers
Tuesday Aug 7 - Breakout Stage
For most companies, there are two funnels – a marketing funnel that begins with, say, website traffic and ends with a qualified lead, and a sales funnel, that begins with leads and ends with a closed opportunity. As sales and marketing teams are being consolidated into a hybrid “revenue” function, we’re seeing these two funnels collapse into one. Yet while this may look like progress, it’s wholly insufficient for the modern revenue organization. Why? Because it omits the customer funnel or, more accurately, the “forgotten funnel.” A widespread obsession with funnel optimization has created a forest-for-trees scenario, in which leadership focuses at squeezing incrementally more value out of the pre-sales process at the expense of capitalizing on the hiding-in-plain-sight opportunity presented by existing customers. Simply, it’s much easier to turn a customer into a bigger customer than it is to turn a lead into a new customer. And yet … This session will define “the customer funnel” and help attendees imagine ways to increase revenue by applying common pre-sales concepts to a post-sales audience.