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Monsters of Funnel Opening Act: The Funnel, Today and Tomorrow

July 14, 2015 | Justin Gray | No Comments |

See if this sounds familiar: Your sales funnel isn’t linear. In fact, the route that any given lead will take is as confusing as that time Garth Brooks tried to be a rock star.

The good news is that you’re not alone. And we’ve assembled a supergroup of rock star marketers, the Monsters of Funnel, to help.

If you haven’t already seen the Monsters of Funnel website or downloaded the eBook, here’s a sneak peek at what Scott Albro (founder and CEO of TOPO) has to say about the current state of the sales funnel.

Here, Scott explains that the sales funnel is far from an outdated concept, and why it’s still the go-to strategy for savvy sales and marketing professionals:

As digital marketing transforms the B2B buying journey, many marketers struggle with one essential question: How effective is my funnel? Our buyers move in a blizzard of social, mobile, offline, digital and now virtual messages. Every day marketers must fight their way through a crowded landscape to capture lead attention, nurture them with compelling campaigns and persuade them all the way to the close.

Complicating matters is the very status of the funnel itself. It’s been a mainstay of marketing and sales for decades, a framework for guiding leads from awareness to evaluation to purchase. But in this age, is it still relevant?

In our multidimensional world, buyers are both interconnected and independent, and decisions are formed based on colleague opinion and personal research. The linear simplicity of yesterday’s buying journey has been upended, permanently. Buyers can enter the funnel at any stage, go backward through the stages, or even accelerate after months of suspension. For this reason, traditional B2B funnel diagrams really aren’t that accurate anymore; current funnels tend to resemble more of a bell curve, swollen in the middle with prospects that have stagnated for months or longer.

Yet, the funnel still survives as a useful construct for mapping strategies geared toward buyer context. By understanding a lead’s mindset and buying stage, B2B marketers can devise intelligent plays that escalate sales cycles, tighten sales and marketing alignment, and eliminate wasted resources to drive higher revenue.

That leaves marketers with a new question: which plays are effective in a rapidly evolving marketing landscape?

This is just a small amount of rockin’ insight from Scott.

For much more, and to crank your sales funnel up to 11, click here to download the Monsters of Funnel eBook.

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