True or false? The buyer’s journey is only used by your marketing team.

If a sales rep is speaking with a specific person and discovers that the person doesn’t exactly match their assigned persona, what should the sales rep do?

Rely on the information in the persona and ignore apparent differences. Personas often contain information that people don’t know about themselves and should be trusted over anything the individual person says. Focus on serving the person using the information they provide even if it doesn’t match the persona. If the same discrepancy comes up repeatedly, […]

How does your company’s purpose affect “back office” teams (accounting, legal, etc.)?

Your back office teams should define and maintain your company’s purpose and find ways to share it with the rest of the company. Back office teams should find ways to make sure accounting processes, legal forms, etc. are focused on the needs of your customers. Back office teams should be aware of your company’s purpose […]

Which Of The Following Is A Problem With Thinking Of Your Business As A Funnel?

Movement through a funnel immediately stops when things stop flowing into the top of the funnel. The shape of a funnel doesn’t match the actual shape of a conversion chart. There are many different kinds of funnels, each with its own shape. When you pour liquid into a funnel, some of the liquid will stick […]