Methodology
The actual method behind the work: the eight states every customer moves through, the lever that shifts each one, and how to size the whole lot in pounds. Less framework-on-a-slide, more what I’m doing on a Monday.
More from the sketchbook:
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Same channel, different job
“Is LinkedIn an awareness channel or a conversion channel?” Wrong question — it assumes a channel does one job. Why the same channel does different work…
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Size your funnel in pounds, not page views
Most marketing dashboards answer questions finance isn’t asking. Three numbers per funnel stage — contacts, customers, pounds per year — turn a marketing conversation into a…
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Every customer is in one of eight states. Here’s how to know which
At any moment, every customer sits in exactly one of eight states, from Notices to Preaches. Get the state wrong and you fire the wrong lever.…