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KimWarren

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How can I model the dynamics of a sales funnel?
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KimWarren

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Posts: 107
Reply with quote  #2 
The 'funnel' is a poor analogy for the customer-capture process, because [a] everything that goes in the top comes out of the bottom, but all possible customers do not become active and [b] there is no way to calculate the movement down the funnel. 

A better analogy is a chain of Stocks [think of them as tanks up the side of a hill - you are trying to pump customers up from tank to tank while other factors, like 'forgetting' and competitors, are letting them flow back down]. See a structure [from class 6] that often fits with consumer-research findings at http://sdl.re/BMcustomerpipeline6c. You can modify the structure but stick to the same principles to model sales-force-led customer acquisition [a] has had 1st contact [b] has been qualified as promising [c] is a warm prospect and so on. Just be careful not to confuse the Flows [customers 1st-called on per week, customers qualified per week, etc ..] with the Stocks [has had 1st call, has been qualified ...] - the clue is that the Flows must be 'per period'.  
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