Engineering Shorter Cycles

Ever since the advent of online marketing and lead gen, marketing campaigns have increasingly become more and more tactically focused on the volume of new leads produced.

The assumption is that if a cold prospect responds to a call to action they are engaged and represent sales potential.  While there is truth in this perspective, it only paints the outlines of a much larger and complex picture of where they are in relation to your value proposition, what will be required to close them and who of the bunch are the best to focus resources on—as a result, sales cycles are typically whatever they are.

Closing more business on a higher volume of leads is great but it’s never sustainable on its own.
Markets change, they are dynamic and fickle.  Just measuring leads without an understanding their readiness to buy and where, how and why  that buying alignment increases/decreases though every step of your pipeline leaves your business exposed to fluxuations outside of your control.

To engineer shorter, more efficient, predictable cycles, you must lead your markets.  You must consistently understand, analyze and measure the degree of buying alignment created in every lead at every stage of the cycle.  Not just to eliminate friction and improve conversion rate at each step in the process, but to make sure your leadership as a whole is optimally aligned to destination the market wants to reach; even if they don’t know what it is or can articulate it.

Adding this perspective to the sales funnel allows you measure your overall leadership of the market and engineer more effective positioning and messaging not just at the landing page but across the entire function of the business and across the entirety of its promise to customers.

Achieving breakthrough growth requires market leadership.

To learn more about how to engineer shorter cycles and how lead your markets to achieve the breakthrough growth results you desire, contact me here.