Key Takeaways:

Although every industry - and every organization within that industry - is unique, the UFM Customer Journey Revenue Funnel provides a framework to simplify and organize all customer-related activities. Because those activities "follow the customer", you're much less likely to leave out something important to the customer. As you track data over time, you'll need to make adjustments. However, completing a high-level framework up front will give you a full-journey view and an excellent starting point to plan (and measure) strategies and tactics.

Step 1: Decide on the key measures of success for each stage of the funnel.

• We start with metrics first because we want the result, not the tactic.
• You should plan on no fewer than one metric per stage, and no more than three.
• Don't worry about the precise metric right now, nor precisely how it will relate to the others. You'll learn that over time.

Step 2: Decide on key strategies and tactics that you believe will best achieve those metrics.

• Now that you know the metric, you are in a better place to choose tactics.
• Don't worry about the "budget" right now - we'll get to that later. Simply choose what you believe the more efficient and effective tactic might be.
• Plan on no more than three tactics per stage.

Step 3: Make a realistic assessment of the time needed between stages from the customer's perspective.

• Doing this will help you understand when you should expect results.
• For businesses with long sales cycles, measuring too soon can lead to frustration and "starts and stops".
• For short sales cycles, measuring too slowly will result in missed opportunities.

It's Your Turn!

We have included PDF files of each of the case examples we discussed in the video as well as a "blank" that you can fill in for yourself.