Note: By submitting this form, you agree to Third Door Media’s terms. We respect your privacy. Funnels are all the rage these days.

Everyone and their brother are ready and waiting to sell you a funnel. Just recently, I was at a baseball game, and I swear the peanuts guy was walking up and down the steps yelling, “Funnels, get your funnels — fresh hot funnels!” Obviously, I’m kidding, but lately, it does feel that way.

Each time I log into Facebook, there are no less than five ads from gurus ready to sell me a funnel. Building a “funnel” means so much more than receiving a lead from an infographic and emailing them every other day for the rest of eternity. All leveraged forms of engagement should contribute to the same funnel, from the time your brand is introduced all the way through the sale.

Businesses with long sales cycles typically include more touch points than their counterparts with short sales cycles, but the thing is, building the funnel is only half the battle. I’ve worked with several businesses that had funnels or had an idea for the direction that they wanted to take their funnel but struggled with an important part of the process: measuring the funnel.

Funnel metrics are designed to give you visibility into: Ultimately, the purpose of creating a funnel is to drive sales. In order to convince a prospect to purchase, you have to meet their needs. Read more from…

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