Funnel Ownership
Who is Top Funnel and Bottom Funnel
Top Funnel: Howard: Heather, Will (some Lamisha) American: Lamisha
Bottom Funnel: Howard: Lamisha, Sian American: Sian (Heather Full Funnel)
How many MCs and app starts are expected weekly?
MCs: 6-10
App Starts: ~45 (this includes direct applies), engaged app starts should be 8-12.
What are the most important metrics for end of cohort?
Conversion Rates.
Submit: 60-75%
Complete: 85-95%
Deposit: 70-85% (this is low for our partners I expect 88-93%)
Enrolled: 85-95%
What is the first trigger for Top Funnel transfer?
Engaged App Start.
What email do you use to transfer students from the top funnel to the bottom funnel?
Email template with specific bottom funnel advisor name.
Who owns new leads & prospect outreach?
Top Funnel
What list views should be cleared weekly?
List 1 -3
Is List view 1 - 3 still revelant to check and call weekly?
Yes!
Prospects will still be in your name, and direct applies, though less, it is necessary to check!
When does top funnel transfer submits to the bottom funnel?
When they are engaged or verified OR have had multiple touchpoints with no response.
What email does the bottom funnel send to the student introduced?
Email template - Intro from App Advisor
Who owns unengaged started applicants?
Top Funnel
What lists should you prioritize weekly after lists 1 and 2? Why?
List 5: This list includes all contacted prospects who should be making moves.
Most of your week should be spent in what area? What should you check before calling a student? Are the students only in your name?
Pipeline Reports and/or applicant list views. Check the secondary opportunity owner for your name; not all students are in your name!
*Note - Tori will be working on list views that have everyone in your name*
To ensure a seamless transition, what is the most important thing to do in SF?
Add notes for ALL conversations, strong and specific MC notes, and ensure all fields are completed.
Why are KPIs important, and what are they?
Outreach KPIs are there to ensure they are providing all the outreach we can to all students. These are measured to ensure that if we are not having funnel movement, we are doing everything we can. If we are having funnel movement, they are reviewed to see if there are successful areas and further opportunities.
Dials: 350, TT: 500, Messages: 300
Who owns engaged starts and all submits - enrolled?
Bottom Funnel
Where must you look before calling any applicants to ensure they are yours?
If engaged - check secondary owner
If submit and unengaged, check the secondary owner
If secondary owner assigned - do not call.
*Note - specific list views without a secondary owner should eliminate this manual process*
Who do you go to for Applicant Needs?
EMBA: 1st - check executive application 2nd. Amanda
OMBA: Tori.
AU: 1st AU check Slate, 2nd Tori
What are the steps for top funnel to hand off to bottom funnel?
1st. Add bottom funnel advisor as secondary opportunity owner
2nd. Inform bottom funnel advisor in Slack
When do we send a text message or email follow-up? What is the best way to alternate these methods?
A text or email must follow EVERY call, unless they saw they do not want one or are dead.
You should alternate between email and text on outreaches.
What is the purpose of Split Funnel?
Advisor Coverage
More outreach at all stages
Applicants have connected with multiple advisors for a more community feel
What lists will you not have to confirm the ownership of applicants in?
None. Even submitted applicants will fall into all list views.
What areas of SF is the most important to update?
Temperature, Pipeline Comments, Application Progress.
What does bottom funnel do immediately after a hand off?
Acknowledge receipt of the student.
Send email to student with introduction, yes even if this means changing universities it must be done by EOD.
If cadence is not followed, does this become an escalation between you and your director? What about note-taking?
Yes, both will lead to escalation. Cadence and Note-taking are just as important as all other steps, especially for a split funnel.
If you are struggling, you must connect with Tori for support.