A great post by Brant Cooper, though I would suggest that it’s not a brand new way of looking at the funnel… it is an important and often overlooked approach. 
Brant lists the following questions to answer starting with the customer working backwards to the suspect – and it’s what I have been helping clients and employers do through inexpensive, on-going research in order to improve targeting, messaging and offers.
The end results include higher quantity of high quality leads, higher conversion rates, higher retention rates, higher life-time value, shorter sales cycles…good stuff.
“What convinced the customer to pull the trigger and buy the product?”
“What did he pay and why was he willing to pay that?”
“Why does he trust this company?”
“How did he choose to evaluate the product in his environment?”
“Why did he choose this particular product from this company?”
“How did the company reach him? What tools did they use and where was he when they found him”
