Why Building Top-Of-Funnel Should Be Your #1 Priority as a Company

I have spent every day over the last few years understanding and diving deeper into how to build TOF and demand for my own company, and for the clients we serve.

We’ve packaged our knowledge up in our capital advisory offer, serving how to build TOF and MOF for companies looking to raise and in the sense of investment groups in the financial markets.

And we’ve done this in our revenue advisory offer, serving companies expanding their go-to-market motions and looking to build sales pipelines with their ICP.

We’re biased of course, but there is an obscene amount of value in building continuous TOF and pushing new leads through your sales process and taking feedback from them.

Too many companies I’ve spoken to are 6-figures into R&D or labor costs, before they’ve had 50 conversations with their ICP yet.

“First time founders are obsessed with product, second time founders are obsessed with distribution” - Justin Kan (Founder @ Twitch)

Building proper top-of-funnel helps you:

• Make a better product / service

• Make your customers happier and stay longer

• Increase valuation for acquisition

• Make your company actually sellable

• Find message-market-fit faster

• Drive higher customer LTV

Let’s take direct revenue attribution or investment into your company out of the equation for a second.

How valuable would 50 conversations be with your ICP where you or your sales team can speak with them about:

• Their current situation

• How they see / view your product

• The things they like / don’t like about your product

• The main things your product helps their business with

• Why they want or don’t want your product

These are the pieces of information that allows you to structure your team, your marketing and sales material, and so much more.

And founders are not putting enough time and effort into it.

In my next post, I want to break down how we view TOF, MOF, and BOF and how you can create a bulletproof sales process that comes directly off the feedback from the leads you’re speaking to.

It is never a bad play for a company to be having more conversations, getting more feedback from their ICP, or talking to more potential customers.

If you have any questions, feel free to reply back to this and I’m happy to help out.

Thanks for reading.

Ryan Bryden
Breakout Capital Group