How should funnel marketing strategy be approached? McKinsey consultants call for the right blend of creativity and analytics. —
Marketing advocates of creative concepts can peacefully coexist with their number crunching teammates when the right funnel strategy is deployed.
That’s the perspective from the global consulting firm McKinsey. The organization has found that when the jobs of branding and analytics are put on equal footing, marketing results improve.
I recently asked McKinsey senior partner Julien Boudet and partner Kelsey Robinson to weigh in on how funnel strategy should be designed and executed.