Companies used to pay us $25k for this analysis without batting an eye

I've audited 100+ B2B funnels over the years + most companies struggle with 1 of 4 funnel issues at any given time:

💩 Lead gen 101

😶‍🌫️ Marketing/sales misalignment

❌ Poor product/market fit

🙃 Unrealistic goals

This past weekend I broke down each of these issues, how to spot them, how to fix them, and what it should look like over the following quarters if done correctly

A template you can use to drop your own numbers in + the tactical advice you need to diagnose + fix - completely free for you

samkuehnle.com/p/ive-au…

For those curious/who want a sneak peek to see if it's worth it, here's the breakdown for the lead gen 101 section (pictures not included) 👇

How to spot this:

- “Leads” coming through aren’t true demo requests/handraisers - these prospects aren’t ready to start the purchase process

- The lack of quality/premature nature of these show up when you look at the conversion rate between “Leads” and SQOs

- Often shows itself when you see a “too good to be true” cost per “lead”, but high cost per SQO (function of a low lead → SQO conversion rate)

- Even those that make it to the traditional SQO stage often close at a lower rate than they should because they’re being pushed through the funnel vs. being more naturally pulled through it

How to fix this:

- Split the funnel by lead sources (demo requests, webinar leads, etc.) to understand if specific programs/campaigns can be optimized/removed

- End programs/campaigns that are budget drains while continuing/iterating

off those that can be salvaged (specific keywords in search, social

campaigns with high engagement - understand why, etc.)

- Ungate “lead” assets + let them be consumed for free

- Stop passing these types of false “leads” over to Sales as “qualified”

***Note: High-intent handraisers like demo requests won’t be impacted as they don’t come in through these campaigns

- Reallocate spend from these lead gen campaigns to efforts that generate more efficient handraisers + SQOs

What this looks like as it’s played out over a few quarters:

- Your “demo” requests line is going to decrease drastically. Don’t freak out, this should decrease because what was being counted here before weren’t actually demo requests.

***Pro tip: make sure you communicate this to your leadership team ahead of time though or you’re going to wake up to a lot of “WTF HAPPENED!?” emails when they get the first report

- Your cost per demo is going to increase drastically for the same reason as above. This is expected + ok.

- Most importantly, you’ll see your demo → SQO conversion rate shoot through the roof compared to before (+ your sales team will start to love you again)