How Do You Measure a Lead-Based and an Account-Based Funnel Side by Side?
For years, marketers have been trained to think in terms of leads, and we built out models to measure success and track leads as they move through the buying process. Then, a new go-to-market strategy came along called Account-Based Marketing, where everything is built around the account. People thought you had to choose between a lead-based or an account-based funnel. But the reality is that you can (and should) have both. "That's liberating!" exclaims Craig Rosenberg, Chief Analyst at TOPO, who I chatted with for today's vlog. This is where TOPOs Double Funnels concept comes in. Craig also gives full credit to Chris Moody, Jeffrey L. Cohen and Eric Wittlake for developing the Double Funnel idea, so be sure to check out their blog at Double Funnel: Measure the Impact of Multiple Go-To-Market Results Side-by-Side (https://blog.topohq.com/double-funnel-measure-the-impact-of-multiple-go-to-market-results-side-by-side/) after you watch this video. Enjoy my lively conversation with Craig!