Every B2B company has a funnel tracking process. And quite often, that process is seriously limited or broken.

Leads get lost, data is inaccurate, and businesses struggle to produce insights and accurate reporting.

I've seen this first hand, and so has this week's guest - Charlie Saunders. We've both spent years as consultants fixing broken funnels.

In this episode, we talk about the many reasons funnel tracking goes wrong and dive deep into the architecture of the scalable solution Charlie's team has developed.

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About Today's Guest

Charlie Saunders is co-founder and the Chief Revenue & Operations Officer at CS2, where he builds Revenue Growth Architecture for growth-stage B2B tech companies that powers efficient and predictable revenue growth.

https://www.linkedin.com/in/charliesaunders/

Key Topics

[00:00] - Introduction
[01:35] - Why funnel tracking matters
[05:05] - How funnel metrics and attribution interact
[08:21] - Key funnel metrics
[10:18] - Accuracy vs. perfection in funnel tracking
[14:06] - Why we can’t rely just on a Lead Status field
[19:03] - Using a Salesforce custom object for funnel tracking
[20:23] - Explanation of using a lifecycle campaign to bridge leads and contacts
[21:01] - Should everyone start with a custom object?
[26:55] - Why a custom object doesn’t need to be that intensive to implement
[29:34] - Custom object impact on sales process and UX
[33:25] - Tipping point = the initiation of the sales process
[34:58] - Multiple tipping point types
[36:14] - Different stages in the pre-pipeline section of the funnel
[39:28] - Build vs. buy when considering a custom object solution
[40:38] - You need a strong foundation for any funnel tracking to work
[42:56] - Deeper discussion on attribution
[45:47] - Significance of the the "tipping point" touch

Resource Links

CS2 | B2B Marketing & Revenue Operations Consulting - Official CS2 website.

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A Scalable Solution to B2B Funnel Tracking - Charlie Saunders

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A Scalable Solution to B2B Funnel Tracking - Charlie Saunders