How to work with a sales funnel

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To better understand the customer's path, to know where and at what step of the funnel to start communicating with them, build a CJM (Customer journey map) - a map of the user's path in the product. The map marks the user's steps from learning about your company to purchasing on the site. CJM is suitable for any business: both online stores and companies from the banking sector. It helps speed up the user's movement through the funnel.

Based on the map you have collected, identify weak points canada email list in the funnel: the stages where most customers leave. These are the areas of the funnel that need to be worked on first.

It is important for marketing and sales teams to build a joint CJM so that they understand where each team is in the funnel.

user journey map
Fragment of the Carrot quest user path map
How to collect user data and build CJM:

Customer Journey Map: what types of maps exist, how to create and use them
Customer Journey Map: what types of maps exist, how to create and use them
Bring your marketing and sales teams together
Marketing collects leads on the website and brings them to sales. Sales calls these leads and leads to a purchase. If the teams do not interact, then most likely, few users will reach the first stage of the funnel to the last. And this affects the company's profit.

To ensure that as many website visitors as possible eventually become buyers, you need to set up the lead transfer stage for sales. To do this, you need to synchronize marketing with sales and set up joint processes.

Step 1 - Joint construction of a sales funnel

On the board in Miro, you can write down the funnel steps that a user must go through on the site, and assign a responsible team for each step. For example:

Marketer Marina launches an advertising campaign to collect leads for a demo.
The collected database immediately goes to the sales team, where manager Maxim calls the received leads and qualifies them.
Qualified leads are transferred to sales manager Matvey, who conducts demonstrations of the service and concludes deals.
Users who are not ready to buy are sent back to marketing for warming up.
Carrot quest funnels will help you analyze conversion at each stage: you can enter the required funnel steps, the period for which you want to see the conversion, and analyze at which stage of the funnel the majority of clients drop out:

user funnel in online service
User funnel in online service
When everyone on the team understands their area of ​​responsibility, it is easier to find a breakdown in the funnel and fix it.

Step 2 - Creating Common Rituals

Collaborative processes should not end with building a funnel. Teams need to formulate joint hypotheses based on the collected data, discuss the advantages and disadvantages of the current sales funnel, and propose options for its improvement.

Gather marketing and sales once every two weeks to discuss processes. Teams will be able to provide feedback on leads, analyze advertising campaigns: which ones should be scaled up and which ones should be turned off.

Step 3 - Establishing feedback between teams

When there are multiple teams involved in a sales funnel, it is important that each team shares the results of their actions and observations.

The marketing team collected a large database of leads during the advertising campaign and passed them on to sales for calling. Sales managers started calling them, but more than 70% of these leads turned out to be of no value to the company: they did not make contact and did not meet the qualification parameters. It turns out that marketing wasted the advertising budget, and sales wasted their time.

If sales doesn't report low-quality leads to marketing, marketing will continue to deliver leads from users who won't make a purchase.

Step 4 - Setting up the transfer of leads from marketing to sales

One of the steps in team integration is setting up lead transfer processes. It is important that sales quickly receive the base from marketing and start processing it quickly. Marketing can send leads.