Hold onto your hats, folks, because today we’re delving into the fascinating world of B2B bow tie funnel team architecture! Indeed, a well-structured team is like the perfectly tied bow tie that completes your tuxedo ensemble, elevating your business to new heights. Consequently, we’ll be exploring how to assemble a robust and efficient team that will ensure you dominate the B2B sales and marketing landscape.

The structure of a B2B bow tie funnel with team roles positioned at different stages of the funnel

Figure 1: The structure of a B2B bow tie funnel with team roles positioned at different stages of the funnel

Part 1: Unraveling the Core Components of the B2B Bow Tie Funnel

To begin with, let’s break down the B2B bow tie funnel into its core components. By doing so, you can visualize how your team will be structured around these critical stages:

  1. Awareness: This is the initial stage where potential customers first become aware of your business. As a result, your team must create and promote content that resonates with your target audience, ultimately making them aware of your brand and offerings.
  2. Education: At this point, prospects are aware of your brand and are evaluating whether your product or service is the right fit for their needs. Therefore, your team should provide valuable information and resources to help them in their decision-making process.
  3. Conversion: This is the moment of truth, when prospects transform into customers. In order to achieve this, your team must have a strong sales force capable of closing deals and winning clients over.
  4. Onboarding: Once a customer is on board, your team should focus on providing exceptional customer service and ensuring that clients are equipped with the necessary resources and knowledge to effectively use your product or service.
  5. Impact: Satisfied customers are the backbone of a thriving business. Consequently, your team should focus on nurturing relationships, delivering measurable results, and ensuring that clients remain satisfied and loyal.
  6. Growth: Finally, your team should always be on the lookout for opportunities to upsell, cross-sell, and secure referrals from satisfied customers, enabling your business to grow and prosper.

The Six Stages of the B2B bow tie funnel

Figure 2: The Six Stages of the B2B bow tie funnel

Part 2: Constructing Your B2B Bow Tie Funnel Dream Team

Now that we’ve covered the basics of the B2B bow tie funnel, it’s time to assemble a team of rockstars who will bring it all to life. Here are the essential roles you’ll need to fill:

1. Content Creators

These creative geniuses are responsible for crafting compelling content that raises brand awareness and drives engagement. For instance, they’ll write blog posts, create infographics, and produce videos that will captivate your audience.

2. Digital Marketers

In order to harness the power of search engines, social media, and other online platforms, digital marketers promote your content and reach a wider audience. Utilizing SEO, PPC, email marketing, and other tactics, they drive traffic and generate leads.

3. Sales Development Representatives (SDRs)

These frontline warriors are responsible for identifying and engaging with potential customers. For example, SDRs will reach out to prospects via phone, email, or social media, qualify leads, and set up appointments for your sales team.

4. Account Executives (AEs)

Taking over from where the SDRs leave off, AEs act as the closers who seal the deal. By building strong relationships with potential clients and persuading them to become customers, they play a crucial role in the sales process.

5. Customer Success Managers (CSMs)

These dedicated professionals are committed to ensuring that your clients have a top-notch experience with your product or service. As a result, CSMs work closely with clients to understand their needs, address any concerns, and help them get the most value out of your offering.

6. Account Managers (AMs)

Focusing on nurturing existing client relationships and identifying opportunities for upselling and cross-selling, account managers play a vital role in driving growth and long-term success. They work to expand your clients’ investment in your products or services, ensuring that your business thrives.

Part 3: Tips for Streamlining Your B2B Bow Tie Funnel Team Architecture

With your team in place, let’s discuss some strategies to help them work together seamlessly:

  1. Establish clear communication channels: It’s important that everyone knows who they should be talking to and how. Regular team meetings, dedicated chat channels, and other communication tools can help keep everyone on the same page.
  2. Define responsibilities and goals: Make sure each team member knows their role and what’s expected of them. Set clear objectives and KPIs to measure their performance and keep them focused on their tasks.
  3. Encourage collaboration: By fostering a culture of teamwork, you encourage team members to share ideas, resources, and best practices. Cross-functional collaboration can lead to innovative solutions and better results.
  4. Invest in training and development: Provide your team with the knowledge and skills they need to succeed. Regular training sessions and opportunities for professional development can help them stay sharp and ready for anything.
  5. Celebrate successes: Recognize and reward your team’s hard work and achievements. Celebrating milestones and accomplishments can boost morale and motivate your team to continue striving for excellence.

Well-structured B2B bow tie funnel team working together harmoniously

Figure 3: Well-structured B2B bow tie funnel team working together harmoniously

Wrapping Up the B2B Bow Tie Funnel Team Architecture.

And that’s a wrap! You now have a comprehensive guide to building and optimizing a B2B bow tie funnel team architecture that’s primed for success. By assembling the right mix of talented professionals and fostering a collaborative, goal-oriented environment, you’ll be well on your way to conquering the B2B landscape. So go ahead, roll up your sleeves, and start building your dream team today!

Want to know more about how to structure a Go-To-Market strategy? Take a look at our practical guide or if you want to get started and need some help, click here.

Published On: April 23rd, 2023 / Categories: B2B Fundamentals, Marketing Strategy /

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