What drove the need for Sirius to develop an evolved waterfall model? It also established MQL (and eventually SAL) as the key indicator of “Marketing doing its job” (perhaps to a fault, as we would begin to realize about 8 or so years later). It laid the groundwork for the importance of sales and marketing alignment. It also highlighted the importance of handoffs in the lead management process. This model was incredibly important because it helped to establish a framework against which marketers could begin to measure the impact and effectiveness of their activities, spend, campaigns. It established the fundamental revenue stages that you hear every day… Inquiry, MQL, SAL, SQL. It’s hard to believe this old chestnut was released back in 2006. The trick is to know the limitations and avoid the potential dangers.) But the funnel is still the best metaphor I’ve found for quickly mapping people, process and technology to the revenue process. In fact, there has been a fair amount of funnel-hating going on over the past several years. (By the way, some might say the funnel model is also one of the most misunderstood, most misleading, and most abused within B2B. To analyze and guide investments they need to consider for their achieving longer-term revenue goals.To validate and support more accurate revenue forecasts in the near term.
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