Managing a sales funnel for R&D

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what's the difference between a sales funnel and the marketing funnel gosh man the difference between a sales funnel and marketing funnel is so fuzzy because both are invented by people thinking of selling to people but they're they're thinking of it from their own perspective correct they're not thinking of it from the buyer perspective [Music] marketing teams have their own marketing funnel and then sales team have their own sales funnel but your customer has their own funnel and guess what the customer is the person who controls the buying process whether you want to acknowledge that or not marketing funnel usually is very focused on that initial Intrigue that people is aware of the brand they know that you exist they know that you're here and you're there at top of their mind so as marketers we always think of three different things top of funnel content or literature or assets middle of the funnel and the bottom of the funnel and the goal is we want to move a particular person who doesn't know about us so that's the top of the funnel so there's this thing that exists out there your prospective clients are they're not even a client at that point in time they may or may not be aware of the problem that they have and they might be aware of the problem but they don't think it is worthy of finding a solution for I have many problems that I'm dealing with and I'm like you know what it's fine the pain is not large enough in order for me to find a solution that's top of the funnel for me in marketing and then somebody at some point the person who's buying the buyer says okay maybe I'm struggling a little bit I need to find a solution so they move on to Mid funnel and then at some point they're at the bottom of the funnel they say you know what I gotta evaluate different options to solve this problem it is painful enough for me to find a solution for this so this is what I think of as a marketing funnel think of the sales funnel and see how they really intertwine so closely so every time we think about the sales funnel we think about ADA awareness interests decision and then action awareness I'm aware of the problem I'm aware of the brand interest I am interested in finding a solution decision okay now I'm decided that I need to act or I've decided to you know select this and the action I'm actually converting it is almost as if the marketing funnel is about the first two stages the awareness and the interest that's what the marketing funnel does is like the brand exists the problem exists and then marketing takes this person they're ready to make a decision it takes them from here's an mql a marketing qualify lead I'm gonna hand them to sales now now this is an elite gen type website or Legion type business and now the sales team has to take this mql marketing qualified lead and they have interests do we accept them they really qualified and then we'll take them as an SQL sales qualified lead and take them through our sales funnel there is high intersection between those two funnels and a lead gen type business SAS type business marketing does a whole bunch of activities to generate that initial interest to let people know about the problem and then at some point hands them over to sales sales manages to close the process in an e-commerce website is a little bit different marketing is of all about brand awareness that we exist you might have a problem and then the minute somebody lands on the website your e-commerce website there's no sales team in traditional sense correct the website is their sales team and now it's like oh well you brought me somebody are they really qualified traffic that marketing is bringing me are they qualified and how do I judge are they even going to my product pages let's say they're not going to the product pages then I'm asking why aren't they going to the product pages in my sales funnel on the website am I stopping them because I'm throwing a whole bunch of baby years in their way or no they're getting there and they're clicking on the ad so they're really starting the process of conversion and what do I need to do to convert them it will really depend on the type of business the lines are so fuzzy between them I always like to think of ADA top of the funnel marketing campaigns are very focused on the awareness and the interests and then the middle of the funnel is about like okay or the bottom of the funnel the decision and the action stages fuzzy answer because it's a fuzzy question by the way not not an easy question to answer [Music] thank you