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02 May '15 | Debjyoti Paul

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15 January '15 | Ralf Reich

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15 January '15 | Anil Venkat

Modernize or Perish: Property and Casualty Insurers and IT Solutions

14 January '15 | Manesh Rajendran

Benelux Reaches the Phy-gital Tipping Point: Omnichannel Readiness is Crucial

13 January '15 | Anil Gandharve

The New Omnichannel Dynamic: Finding Core Principles Across Industries

13 January '15 | Debjyoti Paul

Technology does not disrupt business – CIO day 2014 Roundup

02 December '14 | Anshuman Singh

Apple Pay – The Best Is Yet To Come

02 December '14 | Indy Sawhney

Digital transformation is a business transformation enabled by technology

01 December '14 | Amit Varma

3 Stages of FATCA Testing and Quality Assurance

06 October '14 | Raman Suprajarama

3 Reasons why Apple Pay could dominate the payments space

18 September '14 | Gaurav Johri

Beacon of Hope: Serving Growth and Customer Satisfaction

05 August '14 | Debjyoti Paul

The Dos and Don’ts of Emerging Technologies Like iBeacon

30 July '14 | Debjyoti Paul

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17 July '14 | Anshuman Singh

3 Steps to Getting Started with Microsoft Azure Cloud Services

04 June '14 | Koushik Ramani

8 Steps to Building a Successful Self Service Portal

03 June '14 | Giridhar LV

Innovation outsourced – a myth or a mirage or a truth staring at us?

13 January '14 | Ramesh Hosahalli

What does a mobile user want?

03 January '14 | Gopikrishna Aravindan

A fresh look at metrics and the marketing funnel

Posted on: 17 February '11

Back in December, I wrote a blog entitled “Outcome Based Marketing: Who’s Doing it?” I had a number of helpful conversations with readers (thank you) through the MindTree web site; as well as through LinkedIn.

One of the conclusions I came away with is that the traditional marketing funnel has become outdated, as it doesn’t reflect the customer-centric marketing approach that many of us have adopted. Marketers need to become more comfortable with this fact and adopt a framework that is relevant and effective in measuring 21st century marketing activities.

Increasingly prospects are taking a nonlinear approach in getting to know your company. There is a plethora of touch points before “commitment” with an executive; and an equal number of channels that are in play today.

Take this example below. How would you determine which of these activities led to a prospect to become a client (i.e. commitment)?

Traditional Marketing Funnel

Traditional Marketing Funnel

In the traditional marketing funnel, there are usually three steps in the sales cycle before commitment (sales): awareness, interest and evaluation. Some of these touches align easily to the steps. For example, the first touch point is usually awareness. But then it becomes murky for marketers. When did the prospect move from awareness to interest? Was it when he/she received the follow-up email? Or maybe when they browsed the web site?

Does it even matter?

Forrester Research writes about creating a Customer Life Cycle (CLC) that is better at matching customer activities to your marketing approach. One of the models I have read about in their recent research looks like this:

Customer Life Cycle

Customer Life Cycle

What makes this model more attractive than the traditional marketing funnel is that it is easier to map the touch points to the 4 stages of the Customer Life Cycle. It is also more flexible – one could have many touch points in “Explore, Buy and Engage” (usually there is only one touch point, the first, that gets credited with “Discover”). However, to me the best part about Forrester’s CLC model is that it is an outcome based model that puts the focus on the customer and shows the importance of retention activities like loyalty – creating raving fans and repeat purchase.

  • Truly speaking,

    Once you get a solid lead, irrespective of the gamut of channels you use, the nurturing of that lead is very important by knowing what a CIO/IT director wants and it doesn’t end there if you don’t have solution for that particular problem. What I believe is – be in touch with him through different social channels (this can be done by creating a linkedin company profile page for customers/prospects), doing more round-table sort of events with them. raise issues they are facing. It is more on account based marketing in individual vertical rather than mass marketing.

  • Joseph King

    Amit:

    Well stated. In fact, I am writing a blog that is sort of a follow-on to this that talks about the importance of nurturing or cultivating a lead. So stay tuned. Is this the Amit Gupta who works at Collabera?