Define the audience for sales funnel design precisely enough to exclude people.
Designing Effective Sales Funnels from Interest to Close
A working programme in sales funnel design for managers who have to deliver with existing resources.
📍 Abu Dhabi🗓️ 5 training days📚 4 modules🎓 Accredited certificate
5intensive training days
4scientific modules
8training sessions
32detailed points
Course Overview
Attribution in sales funnel design is imperfect; that is not a reason to stop measuring it. Most disappointing results in the wider marketing and commercial practice agenda trace back to an audience defined too broadly. Participants who influence this strand of marketing and commercial practice without directly controlling it will find the content directly usable. Mature organisations treat sales funnel design as a standing capability rather than a project that finishes. Buying a tool rarely fixes this area of marketing and commercial practice; the underlying capability has to be built internally first. Participants test their assumptions about this part of marketing and commercial practice against scenarios designed to break weak ones. The outcome is a practitioner who can hold a position on sales funnel design and revise it on evidence. The programme converts the wider marketing and commercial practice agenda from an area of general awareness into a set of repeatable practices. The programme closes with an action plan for the marketing and commercial practice capability that each participant writes for their own organisation.
Expected Learning Outcomes
Set a realistic target state for sales funnel design and a defensible route to it.
Identify the failure points in sales funnel design most likely to cause loss, and control them first.
Diagnose whether a problem in sales funnel design is one of design, resourcing or discipline.
Choose channels for sales funnel design on evidence of where the audience decides.
Build the sales process for sales funnel design so it is repeatable across the team.
Design the retention and win-back approach for sales funnel design.
Who Should Attend
Founders and owner-managers running sales funnel design personally.
Business partners who must understand sales funnel design well enough to challenge it.
Customer experience managers improving sales funnel design.
Commercial analysts measuring performance of sales funnel design.
Managers of multi-site operations seeking consistency in sales funnel design.
Marketing managers responsible for sales funnel design.
Course Modules
Sales funnel design: qualification and pipeline discipline
2 sessions · 8 pointsSession 1Choosing channels for sales funnel design on evidence
- Verify six months later that changes to sales funnel design have held.
- Test creative for sales funnel design at small scale before full commitment.
- Build the content that answers the buyer's real question about sales funnel design.
- Document the sales process for sales funnel design so a new joiner can follow it.
Session 2What has to be agreed before work on sales funnel design starts
- Choose the next segment for sales funnel design and state why it is next.
- Build the report on sales funnel design that answers whether to spend more or less.
- Define the trigger that would require sales funnel design to be redesigned.
- Test the procedure for sales funnel design against a realistic scenario.
Sales funnel design: measurement, attribution and honest reporting
2 sessions · 8 pointsSession 1Measuring sales funnel design when attribution is imperfect
- Set objectives for sales funnel design in revenue terms with a timeframe.
- Design the retention action triggered when a customer of sales funnel design goes quiet.
- Remove steps in sales funnel design that add effort without adding assurance.
- Prepare the response for the most likely failure in sales funnel design.
Session 2What to measure in sales funnel design and what to ignore
- Set the discount authority for sales funnel design and require justification.
- Reduce the variation in how sales funnel design is carried out between teams.
- Confirm that reporting on sales funnel design reaches the people who can act.
- Compare cost of acquisition against value in sales funnel design.
Sales funnel design: positioning and the honest claim
2 sessions · 8 pointsSession 1Qualifying out of sales funnel design early and without guilt
- Describe the buyer for sales funnel design specifically enough to name who is excluded.
- Establish who is informed, consulted and accountable in sales funnel design.
- Agree the attribution model for sales funnel design and state its known limits.
- Map the decision journey for sales funnel design and mark where the choice is actually made.
Session 2Escalation and decision rights in sales funnel design
- Script the three most common objections in sales funnel design and the responses.
- Agree the smallest change to sales funnel design that would be visibly useful.
- Write down the assumptions underpinning the approach to sales funnel design.
- Distinguish symptoms from causes when sales funnel design underperforms.
Sales funnel design: retention, loyalty and lifetime value
2 sessions · 8 pointsSession 1Where the buyer actually decides on sales funnel design
- Measure lifetime value from sales funnel design, not just first purchase.
- Set out the decisions in sales funnel design that require sign-off and by whom.
- Identify single points of dependency in sales funnel design and reduce them.
- Rank the weaknesses in sales funnel design by consequence rather than by ease of fixing.
Session 2Handling the objection to sales funnel design that ends most conversations
- Collect evidence on the present handling of sales funnel design before proposing changes.
- Rehearse the briefing on sales funnel design that would follow an incident.
- Define qualification criteria that disqualify quickly in sales funnel design.
- Write the positioning claim for sales funnel design and test whether a competitor could say it too.
Choose the package that suits you
Silver Package
At least 3 people
USD1,250
- Workshop or Program Participation
- Airport Transfers
- Customized Badge
- Expert Mentorship (Private Sessions)
- Supervision & Secretarial Services
- Accredited Certificate of Participation
- Complete Training Kit
- Coffee Break
- Closing Ceremony
Gold Package
At least 3 people
USD1,850
- 5-night stay in a 5-star hotel
- Workshop or Program Participation
- Airport Transfers
- Customized Badge
- Expert Mentorship (Private Sessions)
- Supervision & Secretarial Services
- Accredited Certificate of Participation
- Complete Training Kit
- Coffee Break
- Closing Ceremony
Complete your registration
We will contact you within one business day to confirm.