Hosts Rachael Bueckert and Eddie Reynolds tackle one of the most deceptive problems in B2B revenue operations: why marketing dashboards can look stellar while revenue targets consistently get missed. Together, they introduce the concept of the "unblended funnel" as the solution.
Eddie breaks down how blending all leads together creates dangerous blind spots, using examples like hand-raiser leads versus webinar attendees that convert at vastly different rates. He explains how this same problem extends beyond marketing into sales execution, customer success, and net revenue retention, often leaving companies chasing low-converting opportunities while ignoring their highest-value segments. The conversation covers practical steps for segmenting data by industry, company size, lead source, and stakeholder engagement to identify what's actually driving revenue growth.
Read the newsletter The Unblended Funnel here.
Explore all of our Frameworks here.[00:00] Intro
[01:24] The Blended Funnel Problem
[04:04] Beyond Marketing Attribution Issues
[07:29] Essential Processes for Data Accuracy
[10:50] Close Rate Segmentation Insights
[14:28] Micro Funnels for Lead Sources
[16:31] Critical Segmentation Dimensions
[18:25] Sales Execution Close Rate Analysis
[24:27] Net Revenue Retention Breakdown
[31:28] Connecting Segmentation to Revenue
[37:08] Doubling Down on What Works
[39:47] Ruthless Resource Allocation Decisions
[44:07] Ultimate Alignment Through Data
[47:39] Practical Implementation Timeline
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