Mutiny is putting on a focused and exciting digital event on July 13 on the latest in funnel conversion, and how marketing connects to revenue.  I’ll be leading a deep dive with the CMOs of Salesforce, Box and Attentive (wow) and the rest of the sessions are strong.

What is The Second Lever?

The biggest challenge marketers face is the disconnect between marketing activities and revenue. We spend 90% of our effort pulling the first lever – driving “top-of-funnel” interest through advertising, content or media. But we have little technology or know-how for converting that demand into revenue. We call this part of the funnel “conversion.” And it’s this second lever that’s the secret behind the most resilient companies.