Source: Ad Age
the sales funnel was marketing dogma.
But it doesn’t reflect the way prospects buy today.
FOR OVER
100 YEARS,
“People say the sales funnel is changing – that, in today’s digital world, the way customers buy is no longer a simple path from awareness to prospect to sale.
“That’s just not true. The sales funnel isn’t changing – it’s completely and utterly dead. It’s been brutally turned upside down, inside out, with little left to identify it as the clean, straightforward process it once was.”
Sales training
Landing page conversion rates
CONSIDERATION
Conversion rate of engaged prospects to sales opportunities
Technologies
Technologies
Total available market
Email click-through and email open rates
Lead scoring
Social reach (followers, connections, friends)
Lead scoring
Podcasting
Content for sales team (case studies,
success stories and video references)
Tactics
Blogging and guest blogging
Technologies
Tactics
Tactics
New revenue versus new revenue goals
Metrics
Sales training
Technologies
Influencer marketing
Website chat feature
Conversion rates on sales opportunities to proposals/agreements submitted
Metrics
Lead nuturing
Percentage of customers who buy multiple product or service lines
Affiliate marketing
Conversion rate optimization
Conversion rate of sales-qualified leads to sales opportunities
Conversion rate optimization
Active referral program
Average length of the sales cycle
Evaluation
Customer surveys
Click on each stage to see the associated tactics, technologies and metrics for that that particular stage to help you in the planning, management and measurement of your sales and marketing initiatives.
Content for sales team (case studies,
success stories and video references)
Website design (including pillar pages and UX consideration)
Conversion offers
(assessments, whitepapers, guides, infographics, webinars, etc.)
Tactics
Metrics
Lead scoring
Knowledge base creation for customer service
Metrics
Events, tradeshows and conferences (including speaking)
Conversion offers (assessments, whitepapers, guides, infographics, webinars, etc.)
Tactics
EDUCATION
Technologies
Sales-qualified leads from educational content
Metrics
Rationalization
Site-wide conversion rate
AWAReNESS
Blogging and guest blogging
Content for sales team (case studies, success stories and video references)
Metrics
Tactics
Influencer marketing
Website design (including pillar pages and UX consideration)
Metrics
Content marketing
(including on targeted sites/properties)
Organic search engine optimization
Start Building Relationships That Inspire Growth
For Your Company With A Free 30-Minute Analysis
Of Your Buyer Journey
» Schedule My Analysis
Tactics
Rationalization
Video marketing
Tactics
Metrics
Lead nuturing
Technologies
Tactics
Tactics
Technologies
Lead nuturing
Metrics
Events, tradeshows and conferences (including speaking)
ONgoing delivery
Metrics
Website chat feature
Tactics
Metrics
Influencer marketing
Decision
Sales process design (including email templates, ROI models, recommendations deck and contacts/agreements)
EDUCATION
Content marketing
(including on targeted sites/properties)
Sales training
Number of people viewing proposals and time
viewing proposals
Content marketing
(including on targeted sites/properties)
Technologies
Tactics
Metrics
Email marketing
Conversion rate of prospects from
Evaluation Stage to Rationalization Stage
Video marketing
Consideration
Social media marketing
(paid and unpaid)
DECISION
Lead nuturing
Tactics
Technologies
Percentage of submitted proposals that
ask for references
Technologies
Views on video assets
Net promoter score
Sales-qualified leads from organic search
PRE-AWAReNESS
Number of sales-qualified leads
Pay-per-click advertising
(including display ads and remarketing)
Connect rate on targeted individuals
Technologies
Tactics
Technologies
Rationalization
Cold email marketing
(purchase list or acquired list)
Lead nuturing
ONGOING DELIVERY
Social media marketing
(paid and unpaid)
Technologies
Content for sales team (case studies, success stories and video references)
Sales process design (including email templates, ROI models, recommendations deck and contacts/agreements)
Metrics
Conversion offers (assessments, whitepapers, guides, infographics, webinars, etc.)
Upsell and cross-sell customer marketing programs
Close rate on proposals/agreements submitted
Each stage of the
Cyclonic Buyer Journey
has its own set of tactics,
metrics and technologies.
Customer service communication (email templates)
Podcasting
PRE-AWAReNESS
AWAReNESS
Technologies
Sales process design (including email templates, ROI models, recommendations deck and contacts/agreements)
Content marketing
(including on targeted sites/properties)
Content marketing
(including on targeted sites/properties)
Lead scoring
Technologies
Metrics
Advocacy (including reviews and references)
Subscribers to the blog, podcast or video content
Tactics
Technologies
Website visitors
Organic search engine optimization
Account-based marketing
Blogging and guest blogging
Net new contacts added to the database
Sales process design (including email templates, ROI models, recommendations deck and contacts/agreements)
Evaluation
Metrics
Advocacy (including reviews and references)
Blogging and guest blogging
Conversion rate on marketing-qualified leads to sales-qualified leads
Lead nurturing click-through and open rates
Sales coaching
Engagement rate on targeted individuals
Tactics
Metrics
Tactics
Metrics
Metrics
Tactics
Technologies
Open and click-through rates on sales-sent emails
Website design (including pillar pages and UX consideration)
Video marketing
Number of referenceable customers
Metrics
Events, tradeshows and conferences (including speaking)
Social media marketing
(paid and unpaid)
Tactics
Metrics
PRE-AWAReNESS
Advocacy (including reviews and references)
Average dollar value of new customers
Sales coaching
Technologies
Metrics
Metrics
Technologies
Advocacy (including reviews and references)
Downloads of Evaluation Stage content
Website chat feature
Content marketing (including on targeted sites/properties)
Tactics
Email marketing
CONSIDERATION
Email marketing
Lead scoring
Conversion rate of prospects in Rationalization Stage to final decision (“yes” or “no”)
Sales coaching
Number of referral-based leads
Webinar attendees and webinar registrants
Technologies
Percentage of highly qualified leads versus total leads based on lead score
Total targeted accounts and total targeted individuals in those accounts
Social media marketing
(paid and unpaid)
Visitors from organic search
ONGOING Delivery
Video marketing
Tactics
Days from verbal agreement to signed contract
CTA button conversion rates
Tactics
Tactics
Website chat feature
Email marketing
» Schedule
My Analysis
Tactics
EDUCATION
Technologies
DECISION
Metrics
AWAReNESS
Podcasting
Video marketing
Technologies
EVALUATION
Website design (including pillar pages and UX consideration)
Start Building Relationships That Inspire Growth
For Your Company With A Free 30-Minute Analysis
Of Your Buyer Journey
» Schedule My Analysis
Technologies
Metrics
Affiliate marketing
Technologies
Pay-per-click advertising
(including display ads and remarketing)
Influencer marketing
Renewal rate or churn rate
Conversion rate of visitors to sales opportunities
Events, tradeshows and conferences (including speaking)
Podcasting
Influencer marketing
Total available market
Engagement rate on targeted individuals
TECHNOLOGIES
Cold email marketing
(purchase list or acquired list)
Content marketing (including on targeted sites/properties)
Social media marketing
(paid and unpaid)
PRE-AWARENESS
Total targeted accounts and total targeted individuals in those accounts
METRICS
Conversion rate of engaged prospects to sales opportunities
Account-based marketing
TACTICS
Affiliate marketing
Conversion offers
(assessments, whitepapers, guides, infographics, webinars, etc.)
Connect rate on targeted individuals
Pay-per-click advertising
(including display ads and remarketing)
