The “funnel” is an outdated model that doesn’t take into account the layers of complexity presently involved in the sales process. Multiple stakeholders, decision-makers, and increasingly technical products make the process less straightforward than in years past.
Funnel imagery encourages sellers to move their buyers through the process as quickly as possible without taking time to create relationships, leading to poor customer experiences and low loyalty.
The Future of Marketing
Don’t sacrifice advertising for brand architecture or vice versa. Both are needed to appeal to stakeholders at all levels of the organization.
Organize your marketing campaign to make data extraction easy. When you offer valuable information to your customers, the information you get back makes these relationships mutually beneficial.