There is no better way to lay the fundamentals of a marketing plan in place than through the creation of a Funnel of Opportunity. Creating a plan in isolation from customers says that you know everything you need to know starting at the beginning. It indicates that you are smarter than the market. Marketing must evolve through our actions and tactics. “With tactics in the driver’s seat, everything changes: long-term vs. short-term becomes meaningless; prediction is still possible as an activity, but probably futile in its results; action beats analyzing-, correctable replaces dependable. The one thing that we know is that it’s in the learning rather than the deciding.” – The Death of Strategy – Forbes.com The digital age has changed the way we deliver marketing, the way we execute. Marketing is no longer driven by the creative, it is driven by the process. Learning becomes paramount and is driven by the way you interact and structure your sales funnel. Marketing is no longer just about getting the message out. It is just as important to get the message in.

1. Funnel of
Opportunity
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All Rights Reserved.

2. Step 1:
Identify Target, Key
Customers
Step 2:
Customer Outcomes
(JTBD)
Step 3:
Product/Service
Offerings
Step 4:
Value Proposition
Step 5:
Sales/Marketing
Activities - 3 E’s
Step 6:
Marketing Channels
Step 7:
Resources/Investments
Step 8:
Cluster
Step 9:
Identify Adjacencies
Step 10:
Co-create Vision
Step 11:
Listening & Learning
Step 12:
Sustain & Grow
Funnel of Opportunity
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3. Business901 and The Funnel of Opportunity
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