Rory Groves

Arguing with Success

By Rory Groves

It was explained to me early in my career: 100 leads, 10 calls, 1 sale. It is known as The Sales Funnel. Imagine an inverted triangle, with curious tire-kickers spilling out the top, followed by significantly fewer “qualified prospects” in the middle (most having absconded after discovering the price), and finally a few brave “clients” trickling out the bottom. “It’s a numbers game,” I was told. The more leads that were dumped into the top of the funnel, the more sales fell out of the bottom. One astute observer explains it this way: “Marketing is a multifaceted discipline that has one objective: to separate people from their money.” I wholeheartedly adopted the approach when I started my own software firm. After all, who was I to argue with success?

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