Your Funnel Math is Biased

Your internal data for your sales and marketing funnel is based on your internal approach to a particular market segment. A data scientist would say that your internal data is almost always biased. Once you understand the truth for what your funnel data really represents, all sorts of possiblities upon up for you in terms of taking a better approach. Making that mindset shift moves you away from the endless debates on being data driven, to focusing more on the root cause for why your funnel looks the way it does, and the various ways you can improve your funnel over the long-term

Start with the End in Mind; Your Best Customers

Whats your endgame? Some would say, to close a deal. But this is actually not the best starting point. The best starting point are your most satisfied clients over the long-term. Those are the ones that happily pay you, pay you on time (sometimes years in advance), add products or services over the years, and pick up the phone every time you call to act as a reference. These customers make every functional group work better within your organization and if all your customers looked like them you wouldnt have very many problems as a business. That is a much better North Star to aim for

Now Crank up the Volume

Once you have nailed your segmentation model and each step of your sales process. Crank up every channel you have that drives those customers through your funnel. You should start experiencing better conversion rates in your marketing and sales development funnels as well as improved conversion metrics both during your sales process and after you close the deal

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