The Leaky Funnel: Earn More Customers by Aligning Sales and Marketing to the Way Businesses Buy - Softcover

Macfarlane, Hugh

Softcover

ISBN 10: 0975116320 ISBN 13: 9780975116326

Publisher: Bookman Media, 2004

Synopsis

The Leaky Funnel is the marketing strategy book authored by Hugh Macfarlane. This business novel is packed with fresh, key arguments for a major change in the way businesses organise and manage their combined Sales and Marketing resources.

The central argument, that a new framework is needed for the aggregate Sales and Marketing force, is based on Hugh's 20 years-plus experience, and has now been well proven in many leading businesses as a means of accelerating the effectiveness of their endeavours to earn more customers.

About this title

About the Author

In his last real job, Hugh was responsible for the Internet business of Digital Equipment Corporation in the South Pacific. At Digital, Hugh's team of sales/marketing, technical support and consulting personnel helped Digital's customers and partners capitalise on the potential of the Internet and its commercial capabilities. In doing so, Hugh grew Digital's annual revenues from this segment from $2 million to $35 million over 18 months.

As founder and managing partner of MathMarketing, the Australian sales and marketing effectiveness company that advises AAPT, Aviva, AXA, Citibank, Colonial, Compaq, Computer Associates, GE, IBM, Optus, Oracle, Perpetual, Telstra, Zurich and others, Hugh has now led over 150 marketing strategy projects for businesses pursuing growth.

He has learned from and provided advice to some extraordinary individuals over the last 20 years. They have been investors, Boards, CEOs, Directors of Sales or Marketing, and other senior managers of global and local corporations leading in their fields of computer hardware and software, telecommunications, healthcare and financial services. Their businesses market products and services with sales cycles ranging from short and highly transactional, to long, complex and strategic.

Hugh Macfarlane is an experienced and entertaining public speaker on a range of sales and marketing topics, from ecommerce and business-to-business marketing. His favourite topic and passion is the sales funnel – Macfarlane is "the funnel guy." He has delivered over 50 conference addresses, seminars, and keynote presentations on these topics to thousands of people since 1996, normally voted #1 or #2 speaker at multi-speaker events. Hugh is non-exclusively represented by Australia's leading speakers' bureax as a professional speaker.

Hugh holds a Bachelor of Business Marketing Degree, attained Certified Practicing Marketer (CPM) status and Fellowship of the Australian Marketing Institute. He is an executive mentor with Indicum and a member of the American Marketing Institute.

Review

"At last something different. This is a realistic picture of how sales and marketing get negotiated inside an organisation." -- Grahame Dowling. Professor of Marketing, Australian Graduate School of Management

"Hugh brings a great perspective on mapping the buyer’s journey in relation to managing the sales cycle." -- CRM Today - editorial 9 June 2004

"highly relevant look at one of today's most critical topics, how to bring sales and marketing together." -- Don Schultz. Professor Emeritus-in-Service, Northwestern University, USA

Edition details

• Publisher: Bookman Media
• Publication date: 2004
• ISBN 10: 0975116320
• ISBN 13: 9780975116326
• Binding: Paperback
• Language: English
• Number of pages: 217