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F the Funnel : A New Way to Engage Customers and Grow Revenue by Jeff Pedowitz (2021, Hardcover)

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About this product

Product Identifiers

PublisherForbes Books

ISBN-101950863670

ISBN-139781950863679

eBay Product ID (ePID)22050416108

Product Key Features

Book TitleF the Funnel : a New Way to Engage Customers and Grow Revenue

Number of Pages264 Pages

LanguageEnglish

TopicLeadership, Marketing / General, Customer Relations

Publication Year2021

GenreBusiness & Economics

AuthorJeff Pedowitz

FormatHardcover

Dimensions

Item Height1 in

Item Length9.2 in

Item Width6.2 in

Additional Product Features

LCCN2021-905008

Reviews"F the Funnel hits the nail right on the head. It speaks in depth, from extensive experience, about the challenges today's marketers face and the change that is necessary to evolve the perception of marketing as a cost center to a revenue-generating asset. Truly a great read for any marketer or leader looking to take their marketing department, and organization, to the next level." --Erica Hay Thompson, chief marketing officer, Human Health Project, "Brilliantly written and relevant in today's landscape of digital disruption, Jeff Pedowitz disposes of old ideologies and the overused 'standard ROI funnel' in place of a modernized customer-centric marketing solution that effectively embraces their customer's needs and desires through a journey of transformation to becoming clients for life. A must-read for every CEO, CMO, and marketing strategist looking to remain relevant." --Paul Lucido, chief marketing officer, PRMG, "Kudos to Jeff! He reminds us that our mission, as marketers, is to connect companies to customers. He challenges us to think beyond transactions and build relationships--deliver value and, in so doing, deliver revenue." --Meg Murphy, chief marketing officer, IBM Systems, Quantum & Partner Ecosystem, " F the Funnel hits the nail right on the head. It speaks in depth, from extensive experience, about the challenges today's marketers face and the change that is necessary to evolve the perception of marketing as a cost center to a revenue-generating asset. Truly a great read for any marketer or leader looking to take their marketing department, and organization, to the next level." --Erica Hay Thompson, chief marketing officer, Human Health Project, "With his view of the funnel as 'a liability, driving wedges between us, our customers, and our potential revenue,' Pedowitz pulls no punches in debunking the funnel. His new approach proposes to accelerate growth while building longer, more rewarding relationships with customers. Bring it!" --Wendy White, chief marketing officer, TigerConnect

Table Of ContentINTRODUCTION F THE FUNNEL Why Don't They Love Us? The Story of the Funnel, from F to Null Newton's Lie Because We Don't Love Them WELCOME TO THE LOOP The Loop Onboarding Adoption Value Realization Loyalty Advocacy IT'S YOURS NOW Personalize Your Loop Manage Your Loop Measure and Digitize Your Loop THE LOOP IS NOT AN ISLAND Courting Change Brokering Peace Clarifying Roles Incentivizing Change Making Plans Training for the Loop CONCLUSION COMING FULL CIRCLE--CLOSING THE LOOP ABOUT THE AUTHOR ACKNOWLEDGMENTS

SynopsisMARKETING TEAMS ARE THE CREATIVE HEARTS OF ORGANIZATIONS. We bring products to life and connect them to living, breathing customers. Without us, our companies would crash and burn. And yet it often seems we don't get the respect--or the budgets--we deserve. Where is the love? The reason our companies don't love us is that they see us as cost centers rather than revenue centers. So how do we change that perception (and that reality)? How do we become provable, dependable sources of revenue? By changing our relationship with our customers. By turning them into raving advocates and long-term clients. We need to stop viewing customers through the lens of the traditional sales funnel. F the Funnel offers us a new model for thinking about the entire customer acquisition cycle--the Loop--which focuses on building relationships of trust rather than closing sales in a one-off way.