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.”
Source: Ad Age
Website chat feature
Technologies
Metrics
Content marketing
(including on targeted sites/properties)
Tactics
Metrics
Visitors from organic search
Technologies
EDUCATION
Conversion rate of prospects in Rationalization Stage to final decision (“yes” or “no”)
AWAReNESS
Social media marketing
(paid and unpaid)
Sales coaching
Tactics
Metrics
Sales process design (including email templates, ROI models, recommendations deck and contacts/agreements)
Website design (including pillar pages and UX consideration)
Email marketing
Metrics
Metrics
Website design (including pillar pages and UX consideration)
Lead scoring
Tactics
Tactics
Total targeted accounts and total targeted individuals in those accounts
Tactics
Sales process design (including email templates, ROI models, recommendations deck and contacts/agreements)
PRE-AWAReNESS
Sales process design (including email templates, ROI models, recommendations deck and contacts/agreements)
Technologies
Metrics
Sales coaching
Lead scoring
Metrics
Lead nurturing click-through and open rates
Technologies
Tactics
Rationalization
Video marketing
Advocacy (including reviews and references)
Technologies
Subscribers to the blog, podcast or video content
Tactics
Website chat feature
Open and click-through rates on sales-sent emails
Social media marketing
(paid and unpaid)
Podcasting
Tactics
Tactics
Advocacy (including reviews and references)
Pay-per-click advertising
(including display ads and remarketing)
Content marketing
(including on targeted sites/properties)
Content for sales team (case studies, success stories and video references)
Email marketing
Website visitors
DECISION
Email marketing
Upsell and cross-sell customer marketing programs
Organic search engine optimization
Renewal rate or churn rate
EVALUATION
ONGOING Delivery
Video marketing
Podcasting
» Schedule
My Analysis
Close rate on proposals/agreements submitted
Number of referral-based leads
Number of referenceable customers
Technologies
Metrics
Metrics
Average dollar value of new customers
Technologies
Tactics
Technologies
Influencer marketing
Events, tradeshows and conferences (including speaking)
Metrics
Technologies
Metrics
Conversion offers (assessments, whitepapers, guides, infographics, webinars, etc.)
Customer service communication (email templates)
Days from verbal agreement to signed contract
Start Building Relationships That Inspire Growth
For Your Company With A Free 30-Minute Analysis
Of Your Buyer Journey
» Schedule My Analysis
Net new contacts added to the database
Metrics
ONGOING DELIVERY
Video marketing
Blogging and guest blogging
Webinar attendees and webinar registrants
Events, tradeshows and conferences (including speaking)
Engagement rate on targeted individuals
Downloads of Evaluation Stage content
Technologies
Conversion rate on marketing-qualified leads to sales-qualified leads
PRE-AWAReNESS
CONSIDERATION
Social media marketing
(paid and unpaid)
Technologies
Sales coaching
Lead nuturing
Content marketing (including on targeted sites/properties)
Podcasting
Advocacy (including reviews and references)
Influencer marketing
Affiliate marketing
Percentage of highly qualified leads versus total leads based on lead score
AWAReNESS
Tactics
CTA button conversion rates
Advocacy (including reviews and references)
Blogging and guest blogging
Social media marketing
(paid and unpaid)
Conversion rate of visitors to sales opportunities
Technologies
Evaluation
Lead nuturing
Metrics
Sales-qualified leads from educational content
Metrics
Tactics
Lead nuturing
Tactics
Technologies
CONSIDERATION
Technologies
Landing page conversion rates
Content marketing
(including on targeted sites/properties)
Sales training
Metrics
Evaluation
Video marketing
Tactics
Website design (including pillar pages and UX consideration)
Conversion rate optimization
Active referral program
EDUCATION
Tactics
Site-wide conversion rate
Tactics
Influencer marketing
Conversion rates on sales opportunities to proposals/agreements submitted
Each stage of the
Cyclonic Buyer Journey
has its own set of tactics,
metrics and technologies.
Blogging and guest blogging
Technologies
Technologies
Conversion offers (assessments, whitepapers, guides, infographics, webinars, etc.)
Pay-per-click advertising
(including display ads and remarketing)
Content for sales team (case studies, success stories and video references)
Content for sales team (case studies,
success stories and video references)
Tactics
Tactics
Rationalization
Number of people viewing proposals and time
viewing proposals
Tactics
Sales-qualified leads from organic search
Technologies
Influencer marketing
PRE-AWAReNESS
Website design (including pillar pages and UX consideration)
Metrics
EDUCATION
Technologies
Email marketing
Connect rate on targeted individuals
Technologies
Technologies
Content marketing
(including on targeted sites/properties)
Website chat feature
Sales training
AWAReNESS
Content marketing
(including on targeted sites/properties)
Website chat feature
Content for sales team (case studies,
success stories and video references)
Organic search engine optimization
Technologies
ONgoing delivery
Tactics
Tactics
Email click-through and email open rates
Sales training
Metrics
Events, tradeshows and conferences (including speaking)
Sales process design (including email templates, ROI models, recommendations deck and contacts/agreements)
Tactics
Consideration
Metrics
Conversion rate of prospects from
Evaluation Stage to Rationalization Stage
Conversion rate of engaged prospects to sales opportunities
Metrics
Lead scoring
Rationalization
Lead scoring
Cold email marketing
(purchase list or acquired list)
Knowledge base creation for customer service
Conversion rate of sales-qualified leads to sales opportunities
Metrics
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.
Lead scoring
Blogging and guest blogging
Views on video assets
Technologies
Tactics
Number of sales-qualified leads
Technologies
Tactics
Conversion offers
(assessments, whitepapers, guides, infographics, webinars, etc.)
Lead nuturing
Lead nuturing
Technologies
Metrics
New revenue versus new revenue goals
Metrics
Percentage of customers who buy multiple product or service lines
Account-based marketing
DECISION
Average length of the sales cycle
Video marketing
Metrics
Affiliate marketing
Social reach (followers, connections, friends)
Start Building Relationships That Inspire Growth
For Your Company With A Free 30-Minute Analysis
Of Your Buyer Journey
» Schedule My Analysis
Percentage of submitted proposals that
ask for references
Customer surveys
Conversion rate optimization
Net promoter score
Decision
Total available market
Metrics
PRE-AWARENESS
Connect rate on targeted individuals
Pay-per-click advertising
(including display ads and remarketing)
Affiliate marketing
Content marketing (including on targeted sites/properties)
Conversion offers
(assessments, whitepapers, guides, infographics, webinars, etc.)
Podcasting
Account-based marketing
Cold email marketing
(purchase list or acquired list)
TECHNOLOGIES
METRICS
TACTICS
Influencer marketing
Conversion rate of engaged prospects to sales opportunities
Engagement rate on targeted individuals
Total targeted accounts and total targeted individuals in those accounts
Total available market
Social media marketing
(paid and unpaid)
Events, tradeshows and conferences (including speaking)
