The foundation of today’s sales and marketing funnel is built on the Internet and other digital channels, which poses challenges for all of us, especially B2B brands. Let’s take a closer look at how the shape of the traditional funnel is impacted by the forces of digital disruption.
The shape of the classic sales and marketing funnel – wider at the top and narrowing toward the bottom — seems so ordinary that it is hard to imagine it could ever look any different. But that ordinary shape is rapidly becoming obsolete in the 21st century, and it is hiding some problems for today’s digital world.
By Nancy Selig
Vice President, Interactive Platforms Services
As stated in my earlier posts, when building Business Value tools into your organization, you first have to focus on demonstrating business outcomes, and quantifying the value of your service to clients and prospects. The final steps are automating the sales process wherever possible to create efficiencies, and integrating all these activities into your sales and marketing programs – which I’ll expand on below.