The Goins Group
I started in sales and moved into the Chief Marketing Officer role. One of my clearest wins was improving the funnels that sold the company’s books. The increase in orders got the fulfillment person’s attention pretty quickly.
My roleSales → Chief Marketing Officer
It started with customer conversations.
I began in sales, then moved into the Chief Marketing Officer role. That sales experience gave me context for the marketing: I understood the customer conversations behind the funnel, and I brought more structure to the work as I took on leadership.
Then I got into the book-sales funnels.
I optimized the funnels used to sell the company’s books. The goal was straightforward: bring in more orders.
That meant connecting the customer side I knew from sales with the marketing work that moved people toward an order. What happened next was a good reminder of how closely marketing and operations are connected.
- Customer conversationsThe sales experience I brought.
- Funnel improvementsThe work I focused on.
- More book ordersThe increase I saw.
- FulfillmentThe impact after checkout.
More book orders. A very busy fulfillment desk.
Book orders increased enough that the person handling both fulfillment and customer service struggled to keep up. He said he’d never had that many book orders to package. That reaction stuck with me.
A funnel doesn’t stop at checkout. More orders affect packing, fulfillment, and customer service. That experience is part of why I think about the whole business when I work on marketing.
Tarotmantic
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