Driving More Demos Won’t Fix a Leaky Funnel
Where in the sales funnel would you place marketing at your organization? Most of the time marketing sits perched at the top of the funnel, and the same was true for Metadata. Our primary goal was to funnel as many demos into the pipeline as sales could handle.
But focusing only on the top of the funnel means you can’t really see the opportunities and problems further down. So, what we did at Metadata was move away from driving more and more demos. We switched our focus from the MQL hamster wheel to looking at pipeline and revenue.
Hear Jason Widup, VP of Marketing at Metadata, explain why we did this and how it’s transformed our pipeline and revenue in the full episode.
Find out:
• Why Metadata was focused so much on demos
• The problem with only thinking of the top of the funnel
• How Metadata moved away from MQLs to pipeline and revenue
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