The Leaky Funnel: Earn more customers by aligning Sales and Marketing to the way businesses buy (Paperback)
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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. "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 "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.
About the Author
Hugh 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 IT and telecommunications. Hugh has personally led over 250 marketing growth projects in Australia and Asia, whilst MathMarketing and its partners have trained B2B marketers in Asia, Europe and North America via Funnel Academy. They've also helped many leading and aspiring businesses to develop a clear plan for growth with Funnel Camp. Hugh's passion is aligning Sales and Marketing to the way businesses buy. He is the author of The Leaky Funnel, the founder and CEO of MathMarketing, and a widely published writer and speaker on all matters 'funnel.'