Fifteen years running Happy Medium means I’ve been in enough strategy sessions to spot the pattern: companies ask for solutions before they understand their problems.
A client comes in asking for a new logo. The real problem? Sales are flat. Here’s the thing about logos: they don’t close deals.
What the Funnel Actually Is
A marketing funnel is just a map of how strangers become customers. People become aware you exist, some get curious, fewer actually consider buying, and a handful convert. If you’re smart, they stick around and tell their friends.
The stages: awareness, interest, consideration, intent, purchase, loyalty. You’ve seen this before. You’ve probably nodded along in meetings about it.
Here’s what I see repeatedly: businesses obsess over the top of the funnel and ignore everything else. Even sophisticated marketing teams implement all the “shoulds”, email sequences, digital campaigns, and thought leadership content. It gets people to you, but it doesn’t close deals.
The Real Work Happens When You Think Backwards
Our job as strategists is to see the problem from a completely fresh perspective. Then the client has to trust us enough to implement ideas they never considered or approaches they’ve never tried. That’s when real change happens.
Take a recent example: a city trying to attract businesses. Their solution? A new city logo to raise awareness.
Could a business owner see a sleek new logo and decide to relocate? I suppose it’s possible. But here’s what would actually move the needle: a business concierge program. One dedicated contact for business owners exploring the city, someone who understands their specific needs and shows them exactly how the city can support them.
Why this works:
- You can track success directly – You’ll know who met with the concierge and whether they relocated
- You get real feedback – Business owners tell you their concerns, you spot patterns, you build better solutions
- You differentiate – Most cities aren’t doing this, which positions you as genuinely business-forward
The logo might spark initial interest at the top of the funnel. But the concierge closes the deal, bottom of funnel.
Start With What Matters Most
Work backwards from the least controllable but most impactful point in your sales process. Who are the people you need to convince? What do they actually need to say yes?
A logo doesn’t tell a business owner why you’re the best city to build in. A person can.
Here’s what I know: there’s something in your business right now that you’re not considering changing because “that’s how we’ve always done it.” You’re stuck at the top of the funnel, pouring resources into awareness, while the bottom is leaking deals.
Flip the funnel. Start with the close and work backwards.
If you’re struggling to increase sales despite investing in marketing, let’s talk about what you’re actually optimizing for.
