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Saturday, Jan. 22, 2005 at 3:12 pm

What question are you asking?

By Jeffrey Eisenberg
January 22nd, 2005

Images Think of your customers going down different paths to the close, not simply one optimized path. If you ask a different question, you may get a different answer.

If your question is, "How do I build a single pipeline that gets me the highest conversion rate?" that’s likely to be what you build.

What if you asked "How do I build multiple pipelines that give me the highest conversion rate overall?" What might you build?

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Jeffrey Eisenberg, founder of FutureNow, is a professional marketing speaker and the co-author of New York Times and Wall Street Journal bestselling books Call to Action and Waiting For Your Cat to Bark. You can friend him on Facebook.

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