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The Complete Unified Funnel Metrics (UFM) Training Program
Before You Begin ...
What is UFM? (and what isn't it...) (10:09)
How UFM helps you as a fractional marketer or communicator (17:26)
How UFM helps small businesses (finally) master sales and marketing ... and stop wasting money (3:58)
Section 1: Your UFM Career Transition Plan
How to Use Course 1
Evaluating Your Situation and Your Options (2:55)
Special Situation: You're Still Employed (3:12)
Special Situation: You've Just Been Let Go / Downsized / Rightsized / Let Go ... or Let Yourself Go (3:35)
Special Situation: You've Given Up on Your Job Search (5:46)
Special Situation: You're Over 40 (or over 50 ... or over 60) (6:32)
Special Situation: You Have Young Children at Home (4:16)
Special Situation: You Have Children Going Into College (4:33)
Special Situation: You've Freelanced Before (3:23)
Special Situation: You Want to Enhance Your Current "Gig" Career (4:48)
Building Your Personalized Skills Inventory (3:11)
Building Your Personalized 90-Day Transition Plan (2:42)
Business Setup: State and Federal Taxes, New Business Basics (3:36)
Business Setup: Hiring an Accountant (4:07)
Business Setup: Hiring a Lawyer (3:38)
Business Setup: Insurance (Business Liability) (5:26)
Business Setup: Health Insurance (4:57)
Business Setup: Managing Cash Flow (3:59)
Mindset for Success: What Happens If You Don't Act Now? (4:41)
Mindset for Success: What's Holding You Back? (4:34)
Mindset for Success: Getting Past Self-Doubt (5:59)
Mindset for Success: Workload Expectations (5:30)
Mindset for Success: A Job vs. a Gig (7:53)
Mindset for Success: It's Time to Decide! (3:32)
Mindset for Success: Mental Health Through Your Transition (8:30)
Section 1 Certification Quiz
Section 2: Your UFM Sales and Marketing Plan
How to Use Course 2: Preview!
The First Priority: Set Goals for Your TIME (Not Your Revenue) (5:11)
Setting Revenue Targets (Only Once You've Prioritized Your TIME!) (8:24)
Types of Revenue, Part 1: Retainer, Incremental, and Project (8:50)
Types of Revenue, Part 2: Working Directly with a Client or Through a Partner (6:33)
You, but Better! Using UFM for Personal Branding (7:00)
How UFM Helps You Sell Your Services (11:56)
The Foundation of Your Personal Marketing Platform (3:05)
Understanding the Math Behind YOUR Sales Funnel (11:48)
Building Initial Awareness for Your UFM Business (7:15)
Building Deeper Interest in Your UFM Business (Using Your Network) (5:03)
Amplifying Interest In Your UFM Business By Expanding Your Personal Network (5:35)
How to Get Your Prospect to Ask for a Proposal (7:42)
Building a Customized UFM Proposal (6:44)
Handling Competition (12:22)
Overcoming Objections (14:02)
The UFM™ Sticky Note CRM (10:34)
Customer Turnover in Your Business (7:09)
The Pace of Your Marketing Efforts - Building vs. Maintaining (7:09)
The "One Big Client" Trap (Tracking Your Time) (4:28)
Know When To Say "No" (Even When The Prospect Wants To Say "Yes") (13:36)
Section 2 Certification Quiz
Section 3: Managing Your UFM Client Relationships
How to Use Course 3: Preview!
Introducing Your Client to the UFM Method (6:50)
Using the UFM Dashboard as a Client Management Tool (8:05)
Scheduling and Running an Effective UFM Client Meeting (12:41)
Starting Off a UFM Relationship on the Right Foot (6:26)
Preventing Data Analysis Paralysis (9:36)
Keeping Your Edge with a Retainer Client (8:41)
Managing HiPPOs and Sparkle Ponies (9:48)
Working Effectively with Outside Vendors (8:54)
Common Points of Resistance to Implementing UFM (9:56)
Handling Underperforming Client Staff Members (10:47)
Managing "Family" Businesses as Clients (6:10)
Handling Underperforming Vendors (5:51)
The Silo Trap (aka "Where are my leads?!") (10:54)
How to Overcome Budget Resistance (9:58)
"But We've Always Done It This Way..." (10:42)
Answering the ROI Question (9:25)
Critical Client Conversations (9:45)
When the Boss is the Problem (3:50)
When Sales and Marketing IS NOT the Problem (12:24)
What is Included in the UFM Retainer ... and What is Not (8:30)
Setting Clear Boundaries (aka Planning Your Time) (4:15)
Knowing When the Client Is About to Fire You (6:47)
When *You* Should Fire a Client (6:48)
Establishing a Predictable Invoice Schedule (9:00)
Earning Incremental Revenue through Work Outside of the UFM Retainer (10:06)
Recognizing Financial Danger Signs from Your Client (11:47)
Handling Late or Slow Payments from Clients (6:57)
Tracking Time on Client Work (3:05)
Creating a Budget for Yourself (8:22)
Section 3 Certification Quiz
Section 4: Running Your Day-To-Day UFM Business
How to Use Course 4: Preview!
Working With Your CPA (7:24)
Working With Your Lawyer (9:03)
Working With Designers (9:31)
Working With Writers (8:43)
Working With Web Developers (11:31)
Working With SEO/SEM/Social/Digital Marketers (8:24)
Working With Video Producers (Shooting Video Yourself) (4:34)
Managing Your Business Expenses (10:15)
Your "Technology Stack" as a Fractional Marketer (6:47)
Staying Productive in a Home Office (8:48)
Using the UFM Network of Professionals (9:13)
UFM Values and Ethics: Accountability, Flexibility, and Sticky-Note Simplicity (4:59)
Setting Appropriate Professional Boundaries (8:17)
Using UFM Overview Presentations (5:00)
Using UFM Social Media Badges and Icons (3:40)
Section 4 Certification Quiz
Section 5: UFM Skill Development and Resources
How to Use Course 5: Preview!
UFM Foundation: The Customer Journey Revenue Funnel (5:21)
UFM Foundation: Sticky-Note Simple Definitions for Each Stage of the Funnel (9:24)
UFM Foundation: The Seven Deadly Sins (10:15)
UFM Applications: Case Examples (12:22)
UFM Applications: Skills Inventory (6:58)
UFM Segmentation: Basic Methods to Define Multiple Customer Journeys (8:08)
UFM Segmentation: Identifying Buyers and Influencers (7:21)
UFM Segmentation: Use Case Development (6:41)
UFM Market Sizing: Quantifying Total Available Market (7:40)
UFM Market Sizing: Accuracy vs. Precision (5:10)
UFM Market Sizing: Converting "Available" into "Addressable" Market (5:16)
UFM Market Sizing: The Final Gut Check (5:35)
UFM Awareness: Choosing the Right Strategies and Tactics (6:15)
UFM Awareness: Calculating Reach and Frequency (8:23)
UFM Awareness: Attribution of Awareness Efforts to Sales Results (5:18)
UFM Interest: How *NOT* to Measure Interest (7:57)
UFM Interest: Active versus Passive Measures (8:40)
UFM Sales: Answering Critical Customer Questions (12:59)
UFM Sales: Documentation and Support (10:53)
UFM Sales: Metrics (13:35)
UFM Satisfaction: The Trust Curve (aka Why You MUST Prioritize Initial Satisfaction) (7:48)
UFM Satisfaction: Quantitative Methods to Measure Satisfaction (12:00)
UFM Satisfaction: Win/Loss Analysis Basics (Qualitative Measures) (11:16)
UFM Repeat Purchasing: You’re Missing 80% of the Action (10:40)
UFM Repeat Purchasing: Encouraging Transactional Repeat Business (10:04)
UFM Repeat Purchasing: Strategic Account Management (9:23)
UFM Advocacy: True Advocacy Is All About Your Customer, Not About You (10:56)
UFM Budgeting Step 1: Wait…What Are We Spending Now? (8:28)
UFM Budgeting Step 2: How Do Your Current Expenses Align to the Customer Journey? (7:09)
UFM Budgeting Step 3: What Should We Be Spending? (aka Budgeting Methods) (4:25)
UFM Budgeting Step 4: The Customer Journey ROI Budgeting Method (7:45)
UFM Budgeting Step 5: Customer Journey Allocation and Reconciliation (5:03)
UFM Budgeting Step 5=Part 2: Customer Journey Allocation and Reconciliation (7:54)
UFM Budgeting Step 6: Setting Segment-Based *and* Stage-Based Budget Targets to Drive Tactical Decisions (13:15)
Section 5 Certification Quiz
Resources
UFM Templates and Presentations
UFM Certified Fractional Executives
Supplier Profile: PMA Web Services
UFM Market Sizing: Accuracy vs. Precision
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