With the abundant access to information today, marketing is much different than it used to be. Customers today are more demanding because of their accessibility to information and the amount of competition that every business faces today. With two-thirds of the buyer journey now being done digitally, marketers and salespeople must collaborate much more to effectively lead customers through the sales funnel. With marketers being more involved with the bottom of the sales funnel, marketers must shift their role in the buying process.
Full funnel demand generation calls for marketers to not only be involved with the top of the sales funnel but the middle and bottom as well to provide a seamless pipeline from prospect to sale. Full funnel demand generation embraces three new areas of the marketing process that marketers need to embrace to properly implement this new marketing landscape.
The first area marketers need to embrace with full funnel demand generation is revenue responsibility. Before marketing software entered the scene, marketers had no way to prove that their marketing efforts had any correlation with sales. Now, though, marketers can track the success of their campaigns and prove that the work they do affects their company’s bottom line. Full funnel demand generation calls for marketers to take responsibility for leads. From the time a lead enters the sales funnel to the time they purchase and beyond, this new marketing landscape requires marketers to take full responsibility for them.
The next area marketers need to embrace is proactively managing their department as a profit center. Before sales tracking software eliminated the division between marketers and salespeople, marketers only gave assistance to the sales team and didn’t worry about profit measurements. Now, though, marketers are more involved with the sales process thanks to the engaging relationship they have with potential buyers. For marketers to survive in this new digital age, they must no longer give all the sales power to the salespeople and they must worry more about profit measurements.
The last area marketers need to embrace with full funnel demand generation is actively supporting the productivity and activity of sales. Now that marketers are a part of the sales process, they have a more important role to play within the organization. With marketers now able to prove that their marketing efforts increase revenue, with data, they can justify the necessity of them being a part of the entire lead generating and sales process. Even if their marketing is already effective, full funnel demand generation can make it even better.
Want to learn more about full funnel demand generation? Click on the link below to watch a quick video and to download the whitepaper How to Gain Measurable Results with Full Funnel Demand Generation.
