Marketing and sales teams have spent years trying to perfect the art of the traditional sales funnel. In this model, prospects enter at the top of the funnel and move seamlessly through distinct phases – from awareness into consideration and evaluation – until they are finally ready to make a purchase.
The marketing team manages the very top of the funnel, creating brand awareness, then passes the lead along to the sales team to nurture the lead and close the sale. The funnel is linear and orderly, resulting in a nice tidy sale and a happy customer at the end.
The problem? It’s not at all the way consumers are making buying decisions today. People don’t follow a straight line from awareness to purchase. Read More.