Year after year, management is dictating higher targets. The pressure on sales is continuously growing and marketing activities are always expected to achieve a higher ROI with a lower budget. Competition often has a severe effect and value chains that have been proven for decades are disrupted from one day to the next. Therefore, the marketing imperative is continuous optimization of ROI based on data and facts. A funnel model across all departments with automatic sales and marketing processes that are controlled centrally has proven its value. The following article describes how a successful funnel performance management can be set up, expanded and how feedback loops can be used to transparently measure and specifically optimize the entrepreneurial contribution to success.
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Beco, J., Zeren, E. (2023). Funnel Performance Management. In: Hannig, U., Seebacher, U. (eds) Marketing and Sales Automation. Management for Professionals. Springer, Cham. https://doi.org/10.1007/978-3-031-20040-3_22
Publisher Name: Springer, Cham
Print ISBN: 978-3-031-20039-7
Online ISBN: 978-3-031-20040-3