How Do You Track Your Funnel When You Have a Non-Linear Buying Process?
Imagine that you’re playing football. You’re on your own 10-yard line, trying to figure out how to get all the way to the other end of the field. You probably decide that you want to do long passes, because you need to cover a lot of ground quickly. This scenario changes if you’re on the opposite team’s 10-yard line: you no longer have very far to go, but you’re trying to get past a lot of people from the other team. In that case, the plays you’ll want to run will be shorter and faster as you try to gain ground. In both instances, the yard lines serve to tell you where your team is on the field, and which plays are appropriate given the issues you’re up against. In Sales, the funnel serves the same purpose as yard lines. Depending on what stage in the funnel you’re at, you know which plays to execute to get closer to a sale. But what about when the buying process is non-linear? I’ll let Jon Miller, CEO of Engagio, take it from here. In the video, he explains how the funnel stages are still crucial in non-linear buying processes, and how funnel stages empower your Sales and Marketing team to work towards a sale with greater alignment.