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i want to point out some somewhat advanced things to consider when you're looking at your marketing and sales funnel this here is a slightly more elaborated example of what most companies would use when they're looking at their crm data now the reason it's a little more advanced is because often companies don't factor in these first two stages which are marketing capture leads and marketing engage leads your mcls are going to be things like leads that you acquired by purchasing a list of leads from a broker or maybe you compiled a database by scanning through something like linkedin sales navigator marketing gauge leads are going to be the people that are reading your white papers and your ebooks they're clicking your emails these sorts of things marketing qualify leads by my definition would be somebody that actually requested a demo or consultation something like that sql would be sales qualified leads someone that has engaged in a meaningful conversation they actually showed up to the meeting through zoom or phone call something like that sqo somebody that's likely to make a purchase in the next six months perhaps and then one customers so there's nothing super surprising here i mean maybe you don't include these two and you just call those leads or contacts and maybe your sql and sql are considered the same thing but the main thing that i want to point out here is how this analysis is normally done normally what we do is we look at our crm data as business to business marketers and we say okay well how many of these mqls were generated in january and we might say okay well there was a hundred and then maybe there was 30 sqls and then perhaps there were 10 sqos and then maybe we won three customers something like that this would be a kind of a standard uh piece of collection of data that you're going to be looking at now the the problem here from a technical perspective is that the mqls here are not necessarily resulting in the sqls in the same month so what may happen is you may be looking at march so january february and then march so these 100 mqls might be generating sqls in march they could be generating sqls in april so just because you generated these marketing qualified leads this month doesn't mean that they're converting to the next stage uh in that same month in fact it's it's highly likely that they're going to convert to one cup one customers months in advance of actually generating so there's leading indicators um that you need to consider like mql and there's trailing indicators which is things like one customer so there's these delays and i think because of these delays that's one of the reasons that chief marketing officers typically have a pretty short tenure at a company because it takes time to invest in marketing and you don't harvest the results until you plant the seeds so planting the seeds would be things like getting the captured leads and then harvesting is when you actually get the one customers and the renewed contracts things like that so to do a more advanced analysis and you can rely on your business to intelligence team your analytics team whoever whoever does the data analysis at your company you don't necessarily have to when you're doing the marketing or the ceo but the way that you would do it is some sort of cohort analysis so what you would do is you would say okay in january let's look at all the contact center database that became mqls in january and of all time how many uh how many one customers do we get from that cohort so this is the cohort mql 100 and then we may say that total sqos was 50. so the january cohort generated what was 100 mqls that's how we're defining the cohort is people that became an mql in january and of all time so up until today whatever today is maybe it's march or april we got 50 sqos and maybe we got uh 20 closed one customers so then we're actually going to get a proper conversion rate like a true funnel where we're not just looking at a snapshot of what's happening in january but instead we're looking at a cohort of people that reached this lead status in january and what the conversion rate was so that's a more precise way of analyzing your funnel now there's different ways of doing this you can generate custom reports you can use plugins to salesforce to create whatever dashboards you want you can also tag things based on campaigns so for example let's say you did a huge campaign centered around a key theme well that could be another cohort so um maybe it was tagged campaign one all right well let's look at that campaign that we invested so much money in and maybe we realized okay we had mqls of a thousand we got sqos of uh i don't know maybe 350 and then we got a one of a hundred something like that so we're able to look at the cohorts and see what the conversion rates and we're able to do some sort of macro analysis in terms of not just individual months or individual emails but kind of overall people that were enrolled in this campaign what were the conversion rates now that's one aspect of the funnel that you need to consider this idea of cohort analysis the other thing you need to consider is that when we look at our marketing funnel in this way this sales oriented way this demand generation way the short-term performance marketing mindset really what we're looking at is the results the outputs but what's very helpful from a marketing perspective is thinking about the inputs what are the causes what are the seeds that we need to plant to be able to reap this funnel as a reward and that's where i use a different type of funnel basically a funnel that's designed to orient you around certain types of content pieces that you need to create so i typically think of the beginning of this funnel or the sequence you know whatever analogy term visual form you want to describe it as uh i don't really care uh it's just kind of a shorthand way of explaining what's happening here so you're going to have people that are brand unaware they're not familiar with your brand so that means you need to do brand awareness content so things like video ads on linkedin okay and the goal there is not to generate sqls is just to generate awareness and then there's problem on aware people so people aren't necessarily aware that the problem is worth solving so we're going to create content for them category unaware they don't necessarily know that your product category is the solution of that problem product unaware they don't aren't that familiar with their product they don't think it's the best solution in the category they want to go with a competitor free offer on aware these are people that are not convinced or do not know that you offer a demo or you offer 100 incentive to do the demo and then the paid offer on aware so the people that either aren't familiar with or aren't convinced that your solution your paid solution is is the best solution for them so this is the kind of funnel that you need to think about when you're thinking about inputs whereas this is a little more retroactive a little more about diagnosing holes in the conversions this is more about strategizing what kinds of content what types of campaigns to create so you should think of the funnel in both respects this is typically how you think of it in a sales oriented kind of short-term type of mindset and this is more of a long-term planning mindset