The Step Change Blog

The latest thinking on business, strategy, marketing and sales

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January 16, 2023

Funnel Metrics: 5 Steps to Link Your Marketing and Sales

Customer Journey, Business Strategy, Marketing Strategy, Business Growth, Alignment, Conversion, Sales Strategy, Marketing Funnel

It’s easy to think that marketing and sales are completely different functions of a business. But both share a common denominator of engaging customers and integrating the value you offer into their lives. 

That said, every business needs customers. Not just any customer, though — but ones you can serve and who can get behind your product or service offering. When done right, sales-informed marketing can be a catalyst in delivering more qualified customers and optimising a customer journey that makes them stay and buy more. But with the nuances of sales and marketing, how do you know which aspects are relevant to the other? This is where the Funnel Metrics tool comes in.


Insight: When marketing and sales come together, they deliver the right customers suitable for businesses to thrive.

Data: Organisations with a service level agreement (SLA) between marketing and sales are three times as likely to be effective. (Hubspot)

Key Action Point: Utilise the Funnel Metrics to master the key pieces of information needed to align marketing with sales efforts and deliver more qualified customers.

 


WATCH: Let Step Change CEO Ashton Bishop walk you through the Funnel Metrics tool.

HubSpot Video

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November 3, 2022

Brand Strategy: 5 Steps To Unlock Powerful Business Opportunities

Predatory Marketing, Customer Journey, Ashton Bishop, Step Change, Branding, Customer Centricity, Differentiation, Distinctive Brand, Brand Positioning

UPDATED: As of 3 November 2022

Let’s face it— we’re in a marketing battleground. Your business is only one of the hundreds or even thousands competing for your customer’s attention. If your goal is to win the war for attention, you need to differentiate yourself in a way that actually matters to your customers.

While this sounds obvious, it’s not. All too often, businesses assume they understand what is important for their customers.

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April 1, 2019

How Retailers Can Win at Delivering a Superior Customer Experience

Customer Journey, Marketing Strategy, Retail, Customer Centricity

Online stores are heightening the competitive space for brick-and-mortar retailers. What was once solely a problem for book stores is now becoming a problem even for giant big-box companies: people are buying all of their products online.

People, especially the younger generations, are finding less of a need to go to a physical store because they can shop from the comforts of their own home. This is a big problem for retail stores — or a great opportunity to deliver a superior customer experience.  

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May 23, 2018

6 Ways to Identify Unmet Customer Needs

Customer Journey, Business Strategy, Standing Out, Innovation, Disruption, Customer Centricity, Lean Principles

UPDATED: As of 21 July 2022

Finding a product, a service, or a niche that delivers results largely depends on understanding exactly what your customer needs. And in a time when the competition is manic and ruthless, it is all the more essential to deliver a high-quality product and service that gets the right traction.

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May 22, 2018

Customer Engagement: How Would These Strategists Win More Customers?

Customer Journey, Business Strategy, History's Greatest Strategists, Customer Centricity

If great strategic thinkers like Anita Roddick, Jean Nidetch, and Mother Teresa would run your business, how would they transform your customers into raving fans?

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