Chapter 13: Leveraging the Benefits of the Marketing Flywheel
From the funnel to the flywheel to revenue operations (RevOps), what does it really mean for businesses and—more specifically—for marketing, sales, and service teams?
Before we dive into the tactics, we must first understand the fundamental differences between these three (marketing, sales, and service) concepts. The funnel was the initial concept of how marketing and sales teams attracted and acquired customers. It was a more linear approach to track how many prospects came in from the top and eventually channeled their way to the bottom of the funnel until they became customers.
As customers became more empowered and knowledgeable and the flow of information became easier and more transparent, it became increasingly important for businesses to pay attention to how customers were treated as this eventually impacted their growth. Word of mouth could never beat any other marketing tactic to generate more...
