Yesterday at the Marketo Marketing Nation Summit in Las Vegas, I presented highlights from my new book Full Funnel Marketing, which summarizes best practices modern marketers are following to increase impact, efficiency, velocity and profitability of their efforts throughout the marketing and sales process.

The fundamental idea behind “full funnel marketing” is for marketers to fully embrace revenue responsibility, to proactively manage and measure their departments as a profit center for their organizations, and to actively support the sales team’s productivity and opportunity conversion efforts.

This requires aligning not behind just lead generation or even mere sales pipeline contribution, but measured marketing impact on closed business and customer lifetime value.  It requires a much higher degree of coordination between sales & marketing, with marketing taking a leadership position in the areas of sales enablement, productivity and technology in particular.

This shift to a full funnel approach adds significant complexity and isn’t an overnight shift, but it’s already fundamentally changing the perception, impact and success of B2B marketing organizations worldwide.

If you want to learn more about the ideas and initiatives behind Full Funnel Marketing:

  1. Get the Book: Download a free PDF of the brand-new book Full Funnel Marketing here.
  2. Get the Presentation: Check out my slides from the Marketo Marketing Nation Summit presentation here.
  3. Attend the Event: Join us in Seattle on June 16, 2016 for a full afternoon of Full Funnel Marketing speakers, panels, best practices, networking and more!  Register to reserve your seat here.
  • Ross McCullen

    Hey Matt. I’m actually listening to the podcast you did with Marketingsmarts and have become intrigued with your new book, full funnel marketing. I am 22, have a degree in marketing, and have been working in digital marketing for a year now. One of my mentors has started a new venture capital business in Vancouver, Canada. In a few months I will be moving into a sales position and will be left with the task of forming a digital strategy to augment sales. In addition to generating leads, I will be responsible for making sales as well. It will be my job to design our marketing funnel to optimize sales.

    Essentially, I am entering this job and will be in over my head a little bit. I am very driven and confident I will do well, but I am doing everything I can to prepare for this big move.

    My question: Does your book (Full Funnel Marketing) provide insight for this type of business activity? I read a lot and am looking for materials that will support this transition for me. Cheers in advance!

    • Hi Ross!

      Yes, I think Full Funnel Marketing could really help you grasp a modern approach to marketing. This blog can help with that on an ongoing basis as well. Best of luck to you!

      • Ross McCullen

        Great! Thanks so much for the speedy response. I look forward to reading it.