The Leaky Funnel [Paperback]

Hugh Macfarlane (Author)

Book Description

Publication Date: July 2, 2007

The Leaky Funnel is the marketing strategy book authored by Hugh Macfarlane. This business novel is packed with fresh, key arguments for a major change in the way businesses organise and manage their combined Sales and Marketing resources. The central argument, that a new framework is needed for the aggregate Sales and Marketing force, is based on Hugh's 20 years-plus experience, and has now been well proven in many leading businesses as a means of accelerating the effectiveness of their endeavours to earn more customers. "At last something different. This is a realistic picture of how sales and marketing get negotiated inside an organisation." -- Grahame Dowling. Professor of Marketing, Australian Graduate School of Management "highly relevant look at one of today's most critical topics, how to bring sales and marketing together." -- Don Schultz. Professor Emeritus-in-Service, Northwestern University, USA

Editorial Reviews

Review

"At last something different. This is a realistic picture of how sales and marketing get negotiated inside an organisation." -- Grahame Dowling. Professor of Marketing, Australian Graduate School of Management

"Hugh brings a great perspective on mapping the buyer’s journey in relation to managing the sales cycle." -- CRM Today - editorial 9 June 2004

"highly relevant look at one of today's most critical topics, how to bring sales and marketing together." -- Don Schultz. Professor Emeritus-in-Service, Northwestern University, USA --This text refers to an out of print or unavailable edition of this title.

About the Author

In his last real job, Hugh was responsible for the Internet business of Digital Equipment Corporation in the South Pacific. At Digital, Hugh's team of sales/marketing, technical support and consulting personnel helped Digital's customers and partners capitalise on the potential of the Internet and its commercial capabilities. In doing so, Hugh grew Digital's annual revenues from this segment from $2 million to $35 million over 18 months.

As founder and managing partner of MathMarketing, the Australian sales and marketing effectiveness company that advises AAPT, Aviva, AXA, Citibank, Colonial, Compaq, Computer Associates, GE, IBM, Optus, Oracle, Perpetual, Telstra, Zurich and others, Hugh has now led over 150 marketing strategy projects for businesses pursuing growth.

He has learned from and provided advice to some extraordinary individuals over the last 20 years. They have been investors, Boards, CEOs, Directors of Sales or Marketing, and other senior managers of global and local corporations leading in their fields of computer hardware and software, telecommunications, healthcare and financial services. Their businesses market products and services with sales cycles ranging from short and highly transactional, to long, complex and strategic.

Hugh Macfarlane is an experienced and entertaining public speaker on a range of sales and marketing topics, from ecommerce and business-to-business marketing. His favourite topic and passion is the sales funnel – Macfarlane is "the funnel guy." He has delivered over 50 conference addresses, seminars, and keynote presentations on these topics to thousands of people since 1996, normally voted #1 or #2 speaker at multi-speaker events. Hugh is non-exclusively represented by Australia's leading speakers' bureax as a professional speaker.

Hugh holds a Bachelor of Business Marketing Degree, attained Certified Practicing Marketer (CPM) status and Fellowship of the Australian Marketing Institute. He is an executive mentor with Indicum and a member of the American Marketing Institute.

Product Details

• Paperback: 217 pages
• Publisher: MathMarketing; 2nd edition (July 2, 2007)
• Language: English
• ISBN-10: 0975135414
• ISBN-13: 978-0975135419
• Product Dimensions: 8.1 x 5.8 x 0.6 inches
• Shipping Weight: 12 ounces (View shipping rates and policies)
• Average Customer Review: 4.3 out of 5 stars  See all reviews (11 customer reviews)
• Amazon Best Sellers Rank: #447,994 in Books (See Top 100 in Books)
  • #87 in Books > Business & Investing > Marketing & Sales > Marketing > Industrial

Customer Reviews

Most Helpful Customer Reviews

12 of 12 people found the following review helpful:

5.0 out of 5 stars A fun read in a world of boring sales & marketing text books, November 11, 2004

By 

Brett Lindstrom (Melbourne Australia) - See all my reviews
(REAL NAME)   

This review is from: The Leaky Funnel: Earn More Customers by Aligning Sales and Marketing to the Way Businesses Buy (Paperback)

I have to admit that I'd had the Leaky Funnel for 3 months and hadnt read it because I assumed it was going to be a boring read. Sure it would have good points to make, but in my busy life it was going to be another text book on sales & marketing that would send me to sleep.

I was wrong. I really enjoyed the way it was written as a "novel" in context. I read it in two days (on my annual leave), made heaps of notes and have done some things as a result of reading the book.

A well written book that made me think about what I am doing.

7 of 8 people found the following review helpful:

5.0 out of 5 stars Witty, Sharp, Amusing and to the Point, April 21, 2005

By 

Christopher Long (Australia) - See all my reviews
(REAL NAME)   

This review is from: The Leaky Funnel: Earn More Customers by Aligning Sales and Marketing to the Way Businesses Buy (Paperback)

This book is a very easy read, quite unexpected for this genre. It takes the reader into a company where Sales and Marketing are pulling in different directions - a problem for so many companies. What Hugh presents is a simple, straightforward yet powerful way to get Sales and Marketing, and the rest of the business, pulling in the same direction.

I recommend this book to everyone working in a revenue focused role, Sales, Marketing, CEO - even the CFO!

6 of 7 people found the following review helpful:

5.0 out of 5 stars Pithy read for sales and marketing managers!, September 12, 2004

By 

M Gingell - See all my reviews

This review is from: The Leaky Funnel: Earn More Customers by Aligning Sales and Marketing to the Way Businesses Buy (Paperback)

Excellent read! This book delivers an epiphany to marketing and sales managers alike. This book is easy to read as it uses a story (and causes a few laughs as you recognise your colleagues and yourself) to convey a simple but striking message. By the end it delivers a practical framework for aligning sales and marketing efforts.

I wish I had this book on my bookshelf over a decade ago, when I started my first business to business marketing role! I think I would have been far more effective in engaging my sales peers. I have given copies to my marketing team and even better... to the sales team. Everyone has found the time to read it and I can already see results!