F The Funnel: A New Way To Engage Customers Grow Revenue

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.

JEFF PEDOWITZ, For over twenty years, Jeff Pedowitz has been helping marketing departments reclaim authority, credibility, and job security by transforming themselves from cost centers into revenue centers. His company, The Pedowitz Group (TPG), has developed an unparalleled reputation in the marketing community, emerging as a beacon of insight on topics such as digital transformation, customer centricity, business accountability, and marketing technology.

TPG is passionate about helping its clients generate revenue. With over seventy expert consultants in twenty-four states, TPG has serviced over 1,500 corporate clients, many of which are household names from the Fortune 500. It has launched over ten thousand marketing campaigns and helped generate over $25 billion in marketing-sourced and marketing-influenced revenue.