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Unified Funnel Metrics (UFM) Training for Corporate Marketers
Before You Begin ...
How UFM helps small businesses (finally) master sales and marketing ... and stop wasting money (3:58)
UFM Foundation
The Customer Journey Revenue Funnel (5:21)
Sticky-Note Simple Definitions for Each Stage of the Funnel (9:24)
The Seven Deadly Sins (10:15)
Applying the UFM Method
Case Examples (12:22)
Skills Inventory (6:58)
Segmentation
Basic Methods to Define Multiple Customer Journeys (8:08)
Identifying Buyers and Influencers
Use Case Development
Market Sizing
Quantifying Total Available Market (7:40)
Accuracy vs. Precision (5:10)
Converting "Available" into "Addressable" Market (5:16)
The Final Gut Check (5:35)
Awareness
Choosing the Right Strategies and Tactics (6:15)
Calculating Reach and Frequency (8:23)
Attribution of Awareness Efforts to Sales Results (5:18)
Interest
How *NOT* to Measure Interest (7:57)
Active versus Passive Measures (8:40)
Sales
Answering Critical Customer Questions
Documentation and Support
Metrics (13:35)
Customer Satisfaction
The Trust Curve (aka Why You MUST Prioritize Initial Satisfaction) (7:48)
Quantitative Methods to Measure Satisfaction (12:00)
Win/Loss Analysis Basics (Qualitative Measures) (11:16)
Repeat Purchasing
You’re Missing 80% of the Action (10:40)
Encouraging Transactional Repeat Business (10:04)
Strategic Account Management (9:23)
Advocacy
True Advocacy Is All About Your Customer, Not About You (10:56)
Budgeting
Step 1: Wait…What Are We Spending Now? (8:28)
Step 2: How Do Your Current Expenses Align to the Customer Journey? (7:09)
Step 3: What Should We Be Spending? (aka Budgeting Methods) (4:25)
Step 4: The Customer Journey ROI Budgeting Method (7:45)
Step 5: Customer Journey Allocation and Reconciliation (5:03)
Step 5=Part 2: Customer Journey Allocation and Reconciliation (7:54)
Step 6: Setting Segment-Based *and* Stage-Based Budget Targets to Drive Tactical Decisions (13:15)
True Advocacy Is All About Your Customer, Not About You
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