Why Companies Should Scrap the Funnel

2min Snip

00:00

Play full episode

Summary

Transcript

Episode notes

LZ Granderson: I want to talk about why companies should forget the funnel. He and his business partner Georgiana, Lottie have written a book called fix my funnel. They say that focusing on driving people into the funnel is only a very tiny part of the picture. If your goal is to increase revenue by retaining customers month over month, year over year, then just shoving people in the funnel is totally missing the point., he says.

Why should businesses forget the funnel? And is the funnel really just an oversimplification of what drives revenue?

Claire Sullentrop, author of “Forget the Funnel,” certainly thinks so, and she’s here to discuss the reasons why businesses need to focus on the larger, qualitative data driving customer growth.

She and Daniel chat about the importance of identifying and mapping out the ideal customer journey, the right questions to ask when conducting customer research, and how to operationalize customer motivation.

0:00 Intro

1:40 Forget the Funnel

6:55 Mapping the Ideal Customer

9:17 Adopting Customer-Led Growth

17:36 Customer Retention

22:05 Improving Conversion Rates

25:28 A Hill to Die On

27:34 Contact Us

www.forgetthefunnel.com

Follow Claire:

LinkedIn: https://www.linkedin.com/in/clairesuellentrop/

Follow Daniel: