Every B2B company has a funnel tracking process. And quite often, that process is seriously limited or broken.

Leads get lost, data is inaccurate, and businesses struggle to produce insights and accurate reporting.

I've seen this first hand, and so has this week's guest - Charlie Saunders. We've both spent years as consultants fixing broken funnels.

In this episode, we talk about the many reasons funnel tracking goes wrong and dive deep into the architecture of the scalable solution Charlie's team has developed.

Thanks to Our Sponsor

Many thanks to the sponsor of this episode - Knak.

If you don't know them (you should), Knak is an amazing email and landing page builder that integrates directly with your marketing automation platform.

You set the brand guidelines and then give your users a building experience that’s slick, modern and beautiful. When they’re done, everything goes to your MAP at the push of a button.

What's more, it supports global teams, approval workflows, and it’s got your integrations. Click the link below to get a special offer just for my listeners.

Try Knak

About Today's Guest

Charlie Saunders is co-founder and the Chief Revenue & Operations Officer at CS2, where he builds Revenue Growth Architecture for growth-stage B2B tech companies that powers efficient and predictable revenue growth.

https://www.linkedin.com/in/charliesaunders/

Key Topics

• [00:00] - Introduction
• [01:35] - Why funnel tracking matters
• [05:05] - How funnel metrics and attribution interact
• [08:21] - Key funnel metrics
• [10:18] - Accuracy vs. perfection in funnel tracking
• [14:06] - Why we can’t rely just on a Lead Status field
• [19:03] - Using a Salesforce custom object for funnel tracking
• [20:23] - Explanation of using a lifecycle campaign to bridge leads and contacts
• [21:01] - Should everyone start with a custom object?
• [26:55] - Why a custom object doesn’t need to be that intensive to implement
• [29:34] - Custom object impact on sales process and UX
• [33:25] - Tipping point = the initiation of the sales process
• [34:58] - Multiple tipping point types
• [36:14] - Different stages in the pre-pipeline section of the funnel
• [39:28] - Build vs. buy when considering a custom object solution
• [40:38] - You need a strong foundation for any funnel tracking to work
• [42:56] - Deeper discussion on attribution
• [45:47] - Significance of the the "tipping point" touch

Resource Links

• CS2 | B2B Marketing & Revenue Operations Consulting - Official CS2 website.

Learn More

Visit the RevOps FM Substack for our weekly newsletter:

Newsletter