The customer journey, or a sales funnel as we prefer to call it, is the summation of the steps a prospect goes through to become a customer. They might visit your site, read a few pages, download a whitepaper, open an email, talk with a salesperson, and place an order via your portal—for example.
Your sales funnel should be a way for you to plan and measure your marketing.
We recommend the following:
- Make a list of every marketing tactic you have in play
- Assign that marketing tactic to a role in your sales funnel (you can use our sales funnel model to make this easier; link below)
- Assess the performance of each tactic according to what job it is supposed to do in your funnel
To learn more or to download our in-depth guide to building an effective sales funnel, download the Innovative Brand via the sidebar.