Digital Transformation and Agility
Posted: Sun Feb 02, 2025 9:40 am
This is accompanied by a new view of the customer, which HubSpot expresses with the "flywheel". The customer is at the center of all company processes. Marketing, sales and service work together to offer the customer an optimal experience in every phase before and after the purchase.
flywheel instead of funnel
The fact that this approach is new is made greece whatsapp data clear by a comparison with the sales funnel that HubSpot previously used to explain its inbound strategy. This is characterized by the fact that marketing and sales work closely together to closely support potential customers from the first Google search to the conclusion. Content marketing and other marketing measures familiarize interested parties with a company and its product range. If interested parties are ready to buy, sales get involved. As soon as the conclusion is successful and the interested party has become a regular customer, the process is complete. It is therefore a linear model in which the support of existing customers does not occur.
HubSpot points to a 2016 report by the Gallup Institute on its website , according to which B2B companies that manage to build strong customer loyalty generate 50 percent more revenue than their competitors ( Guide to Customer Centricity Report, Gallup, 2016). Warranty cases and repairs, questions about operation or routine maintenance are therefore not tedious chores, but opportunities to build closer loyalty between existing customers and the company. Good customer service supports efforts in marketing and sales to increase revenue and profit. The key is that the customer and their needs are at the center of all company processes.
We have Silicon Valley to thank for not only the filter bubble, the shitstorm and binge watching, but also the management buzzword "agility". If you look it up in the good old Duden dictionary , "agile" means something like "active and agile" or "showing great flexibility". Wikipedia describes "agility" as "a characteristic of the management of an organization to act flexibly and, in addition, proactively, anticipatively and proactively in order to introduce necessary changes". When you consider that we live in a time in which digitalization is revolutionizing entire industries, it is not surprising that companies want to be able to act agilely.
flywheel instead of funnel
The fact that this approach is new is made greece whatsapp data clear by a comparison with the sales funnel that HubSpot previously used to explain its inbound strategy. This is characterized by the fact that marketing and sales work closely together to closely support potential customers from the first Google search to the conclusion. Content marketing and other marketing measures familiarize interested parties with a company and its product range. If interested parties are ready to buy, sales get involved. As soon as the conclusion is successful and the interested party has become a regular customer, the process is complete. It is therefore a linear model in which the support of existing customers does not occur.
HubSpot points to a 2016 report by the Gallup Institute on its website , according to which B2B companies that manage to build strong customer loyalty generate 50 percent more revenue than their competitors ( Guide to Customer Centricity Report, Gallup, 2016). Warranty cases and repairs, questions about operation or routine maintenance are therefore not tedious chores, but opportunities to build closer loyalty between existing customers and the company. Good customer service supports efforts in marketing and sales to increase revenue and profit. The key is that the customer and their needs are at the center of all company processes.
We have Silicon Valley to thank for not only the filter bubble, the shitstorm and binge watching, but also the management buzzword "agility". If you look it up in the good old Duden dictionary , "agile" means something like "active and agile" or "showing great flexibility". Wikipedia describes "agility" as "a characteristic of the management of an organization to act flexibly and, in addition, proactively, anticipatively and proactively in order to introduce necessary changes". When you consider that we live in a time in which digitalization is revolutionizing entire industries, it is not surprising that companies want to be able to act agilely.