1. Ideal (profitable) customer Funnel activities Every business has a funnel

2. Manage & exploit your knowledge 231

3. The problem? How can you find a more cost efficient way to acquire more profitable customers (leads)?

4. What’s the goal? How much of what do you need? ££££ 1

5. 2 How will you measure success? “Half the money I spend on advertising is wasted. The trouble is, I don’t know which half.”

6. Find the blocks to sales & marketing success Ask what it isn’t working. Ask what is working. 3

7. Walk the process 4 Ideal (profitable) customer Funnel activities

8. 1 Rule 1 If it doesn’t create a lead, or directly contribute towards closing a sale, don’t do it

9. THE CUSTOMER’S POINT OF VIEW You designed your funnel the way you hoped it would work… Now is the time to design it as it should work! 5

10. Get in the flow 6 Ideal (profitable) customer Funnel activities = + + + 1. Every activity, should link clearly to the next one 2. Every activity needs to be thought through and clearly designed 3. Every activity should contribute to moving the lead through to winning the business

11. Sales says… communicate Marketing says… Procurement says…. Engineering says….. Sales support says…... Customer says, I want ……

12. Get people to communicate Ideal (profitable) customer Cross functional team activities = + + + 1. Everyone who contributes needs to know how they fit in and how they whole process works 2. Arrange process mapping conversations 3. Appoint a ‘responsible’ team leader 7

13. 2 Rule 2 Find out who does what to contribute to the process and get them all to communicate with each other

14. Use technology as an enabler 8 Ideal (profitable) customer Right solutions, fit for purpose = + + + 1. Map out your technology, that you a) use and b) need 2. Ask, is it fit for purpose? 3. Technology is an enabler, not a driver

15. 3 Rule 3 Automate what you can. Don’t re-invent the wheel. Right solutions, fit for purpose.

16. Develop your customer base 231

17. Ideal (profitable) customer Suspects, prospects Every business has a funnel

18. What makes an ideal customer? Who needs what you are selling? 1

19. What are you selling? What needs does it address? 2

20. What are your key messages? How do you tell them what you do and how you can help? 3

21. What’s in your funnel? How are you going to fill it? 4

22. prospect is not aware they have a problem, or you / your products & services exist prospect has a problem and is looking for a solution How do you raise awareness & get found? 5

23. Ideal (profitable) customer Funnel activities What are you doing to fill your funnel? 6

24. Jacqui Malpass www.jacquimalpass.com