 |
Funnel Management
“Do Not Call” creating new marketing models for companies.
With the advent of the nation's Do Not Call List, Funnel Management is more important than ever. By tracking leads through various other channels, from direct mail to the yellow pages, telemarketers can again gain a focal point for response measurements. Allowing them, once again, to provide their clients and businesses with accurate, up-to-the-minute information regarding actual sales, as well as cost-per-lead and cost-per-customer amounts.
We have successfully employed Funnel Management for almost a decade for clients with budgets ranging from $250,000 to $30 million.
In this Funnel Management case, we've detailed a hypothetical million-dollar budget (spread across many media) and its corresponding ROI. The Funnel Management model allows for continuous monitoring of multiple metrics, including response-to-lead rate (lead qualifying %) and response-to-sale rate. Comparing this data, even as often as weekly, means your marketing mix can be updated regularly to maximize return. Here's how it helps:
- Identify high-performing segments, by medium, and reallocate dollars appropriately
- Reduce or eliminate under-performing segments
- Identify unqualified prospects who need not be contacted in future efforts
By providing accurate lead information, Funnel Management can also help manage the lead flow into your organization. Too many leads can cause just as many problems as not enough. Customer service suffers. Response time lengthens. And prospects who otherwise would have become profitable, long-term customers, buy instead from your competition. With Funnel Management, you can manage a comfortable flow of leads, based on the capacity of your sales group.
We also compare your program's performance to industry standards that we've observed in the past - a comparison that allows you to benchmark your current marketing results.
In short, Funnel Management can calibrate your synchronized marketing executions. It will identify strengths. It will expose weaknesses. And it will show you where to invest money, and where to cut back. All so that you can greatly improve ROI.
