Sales Pipeline - Funnel Management Feed

Led Zeppelin’s B2B lessons with Chandar Pattabhiram: Your Marketing Stairway to Heaven


On this episode Chandar Pattabhiram, CMO at Coupa Software joins us as we talk about bringing start-up agility to enterprise marketing.

But first, we talk about what Led Zeppelin has taught him about marketing!  So good.  

  • What is the stairway to heaven when it Are somes to customers?
  • A stairway must define the all the stages of customer experience.
  • Be less focused on adoption, cross sell and advocacy marketing
  • Chandra shares the only two metrics that matter
  • Matt asks: Are stairways bi-directional 
  • How to balance acquisition marketing, retention markting and full life time value  in addition to acquisition
  • Is it true that more than 85% of the marketing spend is in acquisition? 
  • How much to spend in adoption marketing?
  • What is the right kind of cross sell? 
  • Why you must spend money equally across all channels of marketing 
  • Is it true marketing is spending more money on science? 
  • How does marketing get a seat at the table?

We also talk about customer lifetime value and a holistic way of thinking about the customer. Listen in to hear his thoughts about the increasing focus in marketing on science and the increased focus on metrics and things you can measure.  We dive into the science of storytelling and MORE!  

Check out the full transcript on our blog  7/30/18.  

B2B has not Adapted & Buyers are PO'd - Dave Gerhardt with Matt Heinz

Read the full transcription of this episode on the Heinz Marketing blog 

OK, so the PO'd part is our literary license.  


  • We discuss how the buying experience is broken and why the only way to fix it is to enable more conversations
  • Here's an example of how this plays out:
    • It's important to make it easy for your customers to buy
    • B2B businesses have not adapted yet.
    • Customers are still often required through a labyrinth of funnels and forms so they can talk to a sales rep
    • What can B2B do about this?
    • A sale doesn't happen without a conversation
    • Is this because of "the Amazon effect" - customers are used to getting what they want on demand, with one click. Whether it's a taxi, a meal, a piece of furniture, etc.
    • These buying expectations are carrying over to B2B purchases as well
    • You need to make it easier for your prospects to have a conversation with you - whether that's through chat or on the phone
    • And whoever gets closest to the customer wins (Netflix vs Blockbuster)
    • Reps need to get closer to prospects, faster - and organizations need tools in place to enable that, while avoiding the clatter of non-sales related conversations

Are you leaving đź’° on the table?


Your Marketing Stairway to Heaven: Led Zeppelin’s B2B lessons with Chandar Pattabhiram

How to Manage Remotely - Best Practices for Leading from a Distance


More from our guest:

Hey, I'm Dave Gerhardt

I'm VP of Marketing at Drift and I've spent the last 7 years learning at SaaS marketing companies in Boston, including HubSpot and Constant Contact.

During that time, I've launched products that have made it to the top of Product Hunt, created a top five business podcast on Apple Podcasts, landed multiple features in the New York Times, created a deck that Andy Raskin called "The Greatest Sales Pitch I've Seen All Year," and helped create the category of Conversational Marketing.

I love building an audience and getting the right people to pay attention.

You can Build A High Performing Sales/MarketingTeam - Patrick Morrissey with Matt Heinz

Matt Heinz asked Patrick, "What are some of the keys you find to building really high performance marketing teams that can deliver results?

Continue reading "You can Build A High Performing Sales/MarketingTeam - Patrick Morrissey with Matt Heinz" »

Dan McDade - Answers Who Owns the Pipeline and Why

Listen while you walk the canary iTunes

 Pipeline Ownership is a Growing Question - Dan McDade

Of course, the salespeople own the pipeline, right?  Maybe yes and maybe no.   With the advent of more sophisticated CRM systems, certainly marketing automation programs and now AI, marketing is getting involved in almost every step of the pipeline.  And with involvement comes a responsibility.   In this program DAN McDade, CEO of PointClear talks about pipeline ownership and how technology isn’t always the answer if the basics aren’t being addressed:
  • Marketing automation doesn’t seem to eat its own dogfood!

Continue reading "Dan McDade - Answers Who Owns the Pipeline and Why" »

When a New CMO Meets the Sales Manager, Sparks Fly

IStock_000008113130Small“What can I do for you today?” Cyndi asked the new CMO as he settled into the chair facing her.

“It isn’t what you can do for me,” Tom said. “It’s what can I do for you.  While I’ve only been on the job for a few weeks, maybe there is something Marketing needs to do for you,” he said with a bemused smile.

Continue reading "When a New CMO Meets the Sales Manager, Sparks Fly" »

Matt Heinz Answers: Who Owns the Pipeline

Listen while you work, exercise, walk the dog or ride in your car.  SLMA Live Radio and Podcast.

We know that clear lines of authority on pipeline (sales funnel) ownership have been blurring.  Call it a neglect by salespeople

Continue reading "Matt Heinz Answers: Who Owns the Pipeline" »