Like a record company measures artist success in record sales, marketers generally measure the buyer’s journey in numbers and benchmarks. But the essence of the funnel is psychological more than anything else.
This is especially true near the end, when leads reach the stage of being qualified by sales. At this point, you’ve successfully captured and held their attention and evaluated their fitness. Yet in many ways the most critical quest of all is yet to come: the building of trust.
Many marketers would like to stay involved at this stage – but this is precisely when most of us lose visibility, making it one of the most difficult buckets to measure.
Meet Justin Gray
Justin is a serial entrepreneur and the CEO and founder of LeadMD, the world’s largest revenue operations agency having implemented over half of the Marketo user base. Justin has made a career of launching successful companies and scaling them, with successful exits of over 200MM+ in the last decade. Justin’s latest endeavor launched in 2016 when he co-founded Six Bricks an online learning startup designed to combat employee and customer churn through experience-based education. Over the past 10 years, Justin has emerged as a strong voice for entrepreneurship, marketing and culture. As a recognized speaker, Justin has been published over 350 times in industry publications and holds his own column, Tribal Knowledge in Inc., while writing for Entrepreneur, Tech Crunch and others. Justin and his wife Jennifer met over marketing and three years later welcomed their son, Grayson, into the world in April of 2017.