Why So Many Businesses Don’t Have a Marketing/Sales Funnel

Over the past few weeks I’ve had conversations with a variety of people about the marketing/sales funnel, which I wrote about recently1. Even though many would a consider clear understanding of where you’re customers are coming from—and how to scale those channels—an essential part of business (which it is), many companies simply haven’t defined their marketing/sales funnel.

For those who have an intimate understanding of their funnel, the temptation is to be critical of businesses who don’t. When you step back, though, the context for most companies without a funnel is understandable and, in some cases, even justifiable.

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1. You can read my first post, called The Amazing Marketing/Sales Funnel, here.

The Amazing Marketing/Sales Funnel

A few weeks ago I gave a talk explaining some of the lessons I’d learned about marketing as I helped grow The Iron Yard. As I reviewed my presentation with the conference organizer, one slide towards the beginning caught his attention. Here it is:

marketing-funnel-data-simple-complex

His advice on that slide was, “you should explain what the marketing funnel is. Not everyone will know what that term means.” His observation was a great reminder that, when you are fully steeped in a discipline, concepts that are second-nature to you probably aren’t to people outside of that discipline.

Continue reading The Amazing Marketing/Sales Funnel