F The Funnel: A New Way To Engage Customers & Grow Revenue

by Jeff Pedowitz

Overview

MARKETING TEAMS ARE THE CREATIVE HEARTS OF ORGANIZATIONS.
We bring products to life and connect them to living, breathing customers. Without us, our companies would crash and burn. And yet it often seems we don’t get the respect—or the budgets—we deserve.
Where is the love?
The reason our companies don’t love us is that they see us as cost centers rather than revenue centers. So how do we change that perception (and that reality)? How do we become provable, dependable sources of revenue? By changing our relationship with our customers. By turning them into raving advocates and long-term clients.
We need to stop viewing customers through the lens of the traditional sales funnel. F the Funnel offers us a new model for thinking about the entire customer acquisition cycle—the Loop—which focuses on building relationships of trust rather than closing sales in a one-off way.

Product Details

ISBN-13:	9781950863679
Publisher:	Advantage Media Group, Inc.
Publication date:	05/25/2021
Pages:	264
Sales rank:	929,713
Product dimensions:	6.25(w) x 9.25(h) x 1.00(d)

About the Author

JEFF PEDOWITZ, For over twenty years, Jeff Pedowitz has been helping marketing departments reclaim authority, credibility, and job security by transforming themselves from cost centers into revenue centers. His company, The Pedowitz Group (TPG), has developed an unparalleled reputation in the marketing community, emerging as a beacon of insight on topics such as digital transformation, customer centricity, business accountability, and marketing technology.

TPG is passionate about helping its clients generate revenue. With over seventy expert consultants in twenty-four states, TPG has serviced over 1,500 corporate clients, many of which are household names from the Fortune 500. It has launched over ten thousand marketing campaigns and helped generate over $25 billion in marketing-sourced and marketing-influenced revenue.

Table of Contents

INTRODUCTION F THE FUNNEL Why Don’t They Love Us? The Story of the Funnel, from F to Null Newton’s Lie Because We Don’t Love Them WELCOME TO THE LOOP The Loop Onboarding Adoption Value Realization Loyalty Advocacy IT’S YOURS NOW Personalize Your Loop Manage Your Loop Measure and Digitize Your Loop THE LOOP IS NOT AN ISLAND Courting Change Brokering Peace Clarifying Roles Incentivizing Change Making Plans Training for the Loop CONCLUSION COMING FULL CIRCLE—CLOSING THE LOOP ABOUT THE AUTHOR ACKNOWLEDGMENTS

Editorial Reviews

F the Funnel hits the nail right on the head. It speaks in depth, from extensive experience, about the challenges today’s marketers face and the change that is necessary to evolve the perception of marketing as a cost center to a revenue-generating asset. Truly a great read for any marketer or leader looking to take their marketing department, and organization, to the next level.” —Erica Hay Thompson, chief marketing officer, Human Health Project

“Kudos to Jeff! He reminds us that our mission, as marketers, is to connect companies to customers. He challenges us to think beyond transactions and build relationships—deliver value and, in so doing, deliver revenue.” —Meg Murphy, chief marketing officer, IBM Systems, Quantum Partner Ecosystem

“Brilliantly written and relevant in today’s landscape of digital disruption, Jeff Pedowitz disposes of old ideologies and the overused ‘standard ROI funnel’ in place of a modernized customer-centric marketing solution that effectively embraces their customer’s needs and desires through a journey of transformation to becoming clients for life. A must-read for every CEO, CMO, and marketing strategist looking to remain relevant.” —Paul Lucido, chief marketing officer, PRMG

“With his view of the funnel as ‘a liability, driving wedges between us, our customers, and our potential revenue,’ Pedowitz pulls no punches in debunking the funnel. His new approach proposes to accelerate growth while building longer, more rewarding relationships with customers. Bring it!” —Wendy White, chief marketing officer, TigerConnect

From the Publisher