Enterprise funnel math exercises help align marketing and sales teams by zeroing in on critical funnel metrics like Sales and Marketing Qualified Inquiries (e.g. MQI) and Marketing and Sales Qualified Leads (MQL and SQL).
An enterprise funnel math model can help you identify the mix of tactics for for different funnel characteristics. For example, a sales-driven funnel might be designed with sales-led prospection activities and ABM tactics. A high volume lead gen funnel might be driven by Inbound Marketing or Paid SEM. Each funnel will have its own “DNA” and can be modeled top to bottom across deal stages to inform go-to-market strategies and budgeting.
Defining Your Funnels
A simple spreadsheet can help you produce a flexible working model that can be tailored to each company. To make it work, it is important to identify the right funnels or segments. The more granular your funnels are, the more accurate the funnel model will be – but too many funnels will add complexity. So, we typically identify 4-8 segments that represent distinct marketing and sales motions. Select segment that have a distinctive “funnel DNA” – not necessarily a P&L, or a geography segment. Often a funnel is centered around a product or service offering. Funnels can always be rolled up into geos, or P&Ls.
We develop Funnel Math Models with several tabs: