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Published by Forbes Books
Distributed by Simon & Schuster
Table of Contents
About The Book
MARKETING TEAMS ARE THE CREATIVE HEARTS OF ORGANIZATIONS.
We bring products to life and connect them to living, breathing customers. Without us, our companies would crash and burn. And yet it often seems we don’t get the respect—or the budgets—we deserve.
Where is the love?
The reason our companies don’t love us is that they see us as cost centers rather than revenue centers. So how do we change that perception (and that reality)? How do we become provable, dependable sources of revenue? By changing our relationship with our customers. By turning them into raving advocates and long-term clients.
We need to stop viewing customers through the lens of the traditional sales funnel. F the Funnel offers us a new model for thinking about the entire customer acquisition cycle—the Loop—which focuses on building relationships of trust rather than closing sales in a one-off way.
We bring products to life and connect them to living, breathing customers. Without us, our companies would crash and burn. And yet it often seems we don’t get the respect—or the budgets—we deserve.
Where is the love?
The reason our companies don’t love us is that they see us as cost centers rather than revenue centers. So how do we change that perception (and that reality)? How do we become provable, dependable sources of revenue? By changing our relationship with our customers. By turning them into raving advocates and long-term clients.
We need to stop viewing customers through the lens of the traditional sales funnel. F the Funnel offers us a new model for thinking about the entire customer acquisition cycle—the Loop—which focuses on building relationships of trust rather than closing sales in a one-off way.
Product Details
- Publisher: Forbes Books (May 25, 2021)
- Length: 264 pages
- ISBN13: 9798887509204
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Raves and Reviews
“F the Funnel hits the nail right on the head. It speaks in depth, from extensive experience, about the challenges today’s marketers face and the change that is necessary to evolve the perception of marketing as a cost center to a revenue-generating asset. Truly a great read for any marketer or leader looking to take their marketing department, and organization, to the next level.” —Erica Hay Thompson, chief marketing officer, Human Health Project
“Kudos to Jeff! He reminds us that our mission, as marketers, is to connect companies to customers. He challenges us to think beyond transactions and build relationships—deliver value and, in so doing, deliver revenue.” —Meg Murphy, chief marketing officer, IBM Systems, Quantum & Partner Ecosystem
“Brilliantly written and relevant in today’s landscape of digital disruption, Jeff Pedowitz disposes of old ideologies and the overused ‘standard ROI funnel’ in place of a modernized customer-centric marketing solution that effectively embraces their customer’s needs and desires through a journey of transformation to becoming clients for life. A must-read for every CEO, CMO, and marketing strategist looking to remain relevant.” —Paul Lucido, chief marketing officer, PRMG
“With his view of the funnel as ‘a liability, driving wedges between us, our customers, and our potential revenue,’ Pedowitz pulls no punches in debunking the funnel. His new approach proposes to accelerate growth while building longer, more rewarding relationships with customers. Bring it!” —Wendy White, chief marketing officer, TigerConnect
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