Unified Funnel Metrics for Corporate Marketers

Course Curriculum

Before You Begin ...

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How UFM helps small businesses (finally) master sales and marketing ... and stop wasting money (3:58)

UFM Foundation

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The Customer Journey Revenue Funnel (5:21)
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Sticky-Note Simple Definitions for Each Stage of the Funnel (9:24)
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The Seven Deadly Sins (10:15)

Applying the UFM Method

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Case Examples (12:22)
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Skills Inventory (6:58)

Segmentation

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Basic Methods to Define Multiple Customer Journeys (8:08)
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Identifying Buyers and Influencers
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Use Case Development

Market Sizing

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Quantifying Total Available Market (7:40)
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Accuracy vs. Precision (5:10)
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Converting "Available" into "Addressable" Market (5:16)
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The Final Gut Check (5:35)

Awareness

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Choosing the Right Strategies and Tactics (6:15)
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Calculating Reach and Frequency (8:23)
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Attribution of Awareness Efforts to Sales Results (5:18)

Interest

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How *NOT* to Measure Interest (7:57)
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Active versus Passive Measures (8:40)

Sales

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Answering Critical Customer Questions
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Documentation and Support
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Metrics (13:35)

Customer Satisfaction

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The Trust Curve (aka Why You MUST Prioritize Initial Satisfaction) (7:48)
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Quantitative Methods to Measure Satisfaction (12:00)
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Win/Loss Analysis Basics (Qualitative Measures) (11:16)

Repeat Purchasing

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You’re Missing 80% of the Action (10:40)
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Encouraging Transactional Repeat Business (10:04)
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Strategic Account Management (9:23)

Advocacy

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True Advocacy Is All About Your Customer, Not About You (10:56)

Budgeting

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Step 1: Wait…What Are We Spending Now? (8:28)
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Step 2: How Do Your Current Expenses Align to the Customer Journey? (7:09)
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Step 3: What Should We Be Spending? (aka Budgeting Methods) (4:25)
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Step 4: The Customer Journey ROI Budgeting Method (7:45)
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Step 5: Customer Journey Allocation and Reconciliation (5:03)
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Step 5=Part 2: Customer Journey Allocation and Reconciliation (7:54)
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Step 6: Setting Segment-Based *and* Stage-Based Budget Targets to Drive Tactical Decisions (13:15)

Unified Funnel Metrics (UFM) Training for Corporate Marketers

Course Curriculum

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