System constraints and data issues meant that copying the traditional demand generation funnel for a B2B environment kind of made sense. If we couldn't measure all of the signals, why not focus on a single point of contact?
Unfortunately, as RevOps pros are VERY aware, the person marketing get to engage with the brand isn't always THE person who is most influential to the deal.
And in a market where buyer committees are ballooning rather than contracting - PLUS the emphasis on retention and expansion over acquisition - has all of us asking, "Isn't there a better way???"
Una Software says yes and provides the receipts.
Anecdotal complaints from sellers and marketers aside, there are several valid complaints the author outlines in this document, including:
Plus, people get so hung up on aligning inputs against a single contact for the sake of "correct" attribution. It's a mess!
The Bowtie concept is an evolution of the flywheel, and incorporates tracking for beyond the initial point of sale. It also introduces a selling methodology that focuses more on measuring customer readiness and engagement than seller stages.
Instead of stopping the focus at point of sale, it extends the aperture and emphasizes the importance of a short time to value.
If you need a model that can handle cross-selling, up-selling, reselling, and renewals, look no further!
In order to improve a process, you need to be able to measure it.
This document outlines an entire go-to-market suite of KPIs that your business can use to optimize all points of the customer lifecycle.
If your leadership team is looking to mature beyond the initial acquisition phase or has evolved and is looking for new ways to measure success, this download is for you!
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