Understanding the 'New Funnel'

The digital era hasn’t just created new channels of communication, it has radically altered the structure of the sales funnel.

When trying to sell, marketers and salespeople used to begin by identifying people and companies who may be interested in our services. We know these people as ‘suspects’. Having learned the identity of suspects, the rest of the process was progressively qualifying interest through repeated communication.

The situation today is very different. The nature of the web means that the first thing you might learn about a prospect is their interest, rather than their identity. Because the first interaction that you will often have with an individual is when they land on your website.

Visiting a website is an expression of interest.

We may not know the nature of someone’s interest, or its scale, but when they land on our website, we know it is there. Whereas the Old Funnel started with identity, the New Funnel starts with interest. Now the process is about establishing three things about a visitor:

• Who are they?
• What do they want?
• How much do they want it?

CANDDi Prospect Analytics gives you the tools to answer these questions.