Description
Who it’s for: Anyone who has to answer for a marketing number and wants to answer one question properly: How many of your leads become paying customers, and where do the rest go?
What happens in it: Watch the idea unfold: a quarter of leads, the funnel they fall through, and the one number that counts the customers. In Your call you make the decisions in a real case: I’m preparing the board report. Our lead-to-customer rate fell from 9% last quarter to 7% this quarter. Lead volume is unchanged at 800: last quarter gave us 72 customers, this quarter 56. The board will want to know which stage broke down. Then, in the boardroom, you make the case to Victor, the chief executive, in three questions.
How it works: five scenes in about 35 minutes: the data film, the lesson, Your call, practice with fresh numbers that mark themselves, and the boardroom. Finish all five for your certificate. It is course 3 of 5 in the Conversion and adoption season of the Marketing series.
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