Why Should You Care?
Revenue is Growing - I’m Amazing!
Why should a CRO care about connecting the funnels? What’s in it for a Head of Sales / Head of Marketing / Team Members
Sure, you run a great organization. The sales team is hitting quota (or exceeding quota), marketing is delivering consistent high-quality leads. Your GTM strategy is working.
Why would you even consider connecting the funnels? They are already connected, aren’t they?
Just because things are working doesn’t mean they are working as well as they could be working. If your car still gets you from Point A to Point B, isn’t that all you need? It doesn’t matter that the air conditioner doesn’t work, the engine only works with four of the six cylinders, and the brake lights don’t light up.
Think about all the places where decisions are made to achieve the simple goal of getting someone to buy your product. Starting with the size of your addressable market, move to those willing to consider your offer. Then contact each of those people across a variety of channels. After contact is made, establish your bona fides and get them to respond to an email or click a link (one of thousands they see every day). Do a demo, answer questions, send over a contract. Have legal and compliance review, along with a finance team. What happens next? The wonder of electronic signing, one more click and it’s over, book the revenue!
Along this winding path, what is actually happening? What are you saying, what are they seeing? How do you measure what is working beyond simple metrics? It is possible to be lucky, but not consistently lucky. Even the fastest rocket ships find the fuel that flies them to the moon.
Your time is precious. After answering that urgent email from a prospect’s compliance department, you sit in a meeting to support your star AE. From there, you head into the marketing weekly review meeting, deciding budgets and tracking the click-through rates of the most recent campaign on LinkedIn. Repeat, repeat, change a few things, repeat. There is never enough time to get everything done, and especially not to do a deep dive.
That deep dive, however, will provide insights and information that will help you throughout your day. You will arrive in meetings more informed, with data to help you make decisions. You will know immediately what to answer when a prospect asks about how you stack up to the competition. Empirical results in an unmeasurable world – the world of language and a complex processes.