Flip the Funnel by Joseph Jaffe suffers from two common pitfalls.
First, it’s too long.
The premise of the book is that companies should be focused on using existing customers to get more business through either backend sales or referrals to others rather than trying to fill a giant funnel and move strangers down that funnel.
It makes sense and could easily be explained in an article or white paper rather than a 200-page book.
The book is long on exposition and short on concrete examples and actionable steps.
Second, it’s not timeless.
This is tough to avoid, especially when you’re writing about a subject like marketing which is changing almost every day, especially in the digital space.
That said, this book was written in 2009 and less than a decade later, most of the few concrete examples and action items are dated if not downright impossible thanks to the rapidly changing landscape of digital marketing.
Still, there were a few take aways worth noting:
Jaffe says there are five things companies can do to activate dialogue with as well as among its customers:
Additionally, Jaffe advocates that companies constantly seek feedback from customers both privately and publicly and commit to implementing one customer-initiated suggestion a month.
He also says that measurement is fundamental, so constantly track, evaluate and tweak a work in progress to ensure that you’re getting the most out of the pathway to your customers. Reconcile medium to long term benefit from the implementation of ideas with the investment that was incurred to produce them.
Finally Jaffe offers a handful of ways companies can jump start the “power of customer referrals”:
Applying this to Gunner Technology, I think we could benefit greatly from offering clients and ambassadors a mobile portal complete with profiles, rewards, communication tools and more.
Amazon’s AWS is trying to do this, albeit, clumsily with their APN Portal.
A simplified, “cooler” version of this as a native mobile app or a PWA capable of automation, tracking and reporting would be a huge boon both for us as a company and our network of ambassadors and clients.