I received these statistics in a recent email and I thought they were worth sharing further with some comments. I am adding some implications as I see them below each one:
A whopping 68% of B2B organizations have not identified their funnel. (Source: MarketingSherpa)
- Without a defined funnel, it is very difficult to develop a predictable forecasting capability.
- Defining your funnel – with the buyer in mind – helps you develop the specific content you need to engage buyers at different stages.
- In most of our B2B work we help define a collaborative qualification model between sales and marketing where sales teams have early insight into marketing leads. By taking a “decision support” approach, the organization is not leaving it up to marketing to determine the relative value of a lead – often the sales rep can help make the judgment supported by the behavioral data.