The Death of the Sales Funnel [Infographic]

Author: Jared Dodson
9 / 17 / 2015

We have been closely following the shift in B2B and B2C sales organizations. It’s not news that sales motions are becoming more complex. However, what’s different now (and continues to evolve) is customer expectations within the buying and selling experience. Customers now dictate their ideal buying experience, a trend that will only grow as accessibility to information across all digital and physical spaces increases. So what needs to happen (which largely hasn’t happened yet, especially within the B2B space) is for sales organizations to adapt their sales processes toward a customer-centric, dynamic selling approach.

As B2B buyers take more control of their purchasing journey, they enter and exit the sales pipeline at various points in the buying process. In just a couple of clicks, buyers can now discover how other companies have solved similar problems, get recommendations on which vendors might be able to help, compare products/services, get relevant reviews, and even receive pricing. In most cases, they can do all of this without having to talk to a single sales rep.

More and more buyers are taking to this online, self-serve approach because it’s more efficient to troubleshoot their own problems, get answers to their buying questions, and most importantly form opinions in a non-biased way.

The traditional “linear” sales funnel in which everyone enters the sales process at the top of the funnel and follows a similar buying experience no longer exists in most B2B industries.

In fact, the new sales funnel is not a funnel at all; it is a complex web of individual buyer paths intersecting at various sales and marketing touch points.

The below infographic illustrates this new reality for sales organizations and visualizes the new buyer paths leveraging online, social, and third-party information before prospects engage with sales. According to CEB, on average B2B buyers are 57% through their buying journey before ever engaging with a sales rep.

So, it’s time to finally lay our sales funnel to rest and welcome this new sales journey. Sales teams will have to create new sales roles, involve marketing, and embrace technology to help unravel the complexity of this new sales reality.

For more information about aligning your sales teams and processes to the buyer journey, download this deep-dive on Building a World-Class Sales Team.


About the Author

Jared Dodson | Sales Performance
Jared Dodson helps businesses develop sales strategies and implement process, enablement and analytics that drive improved sales revenue, productivity and overall performance. Jared has led sales initiatives with high growth startups as well as Fortune 500 companies including Johnson Controls, T-Mobile and Microsoft.

2 responses to “The Death of the Sales Funnel [Infographic]”

  1. Zen Newman says:

    As you point out in this blog, the customer’s buying journey is certainly more complicated than ever before. Not only is there more competition out there vying for the available business, but today’s customers are more educated about your product than ever. The notion that the sales funnel is dying, however, is largely overstated. What’s happening is that the opening of the funnel is widening to accommodate more paths into the buying process. With more routes to the end goal, there are also becoming more steps in the buying process that sales and marketing teams need to accommodate.

    Companies specializing in CRMs and sales automation tools are coming to prevalence, particularly in the B2B space to help support the increasingly complex sales funnel. If anything the discipline of business growth is finally maturing as new technologies make it possible to engage prospective clients contextually with hyper relevant information. The sales funnel is a conceptual framework of how customers go from finding you to buying from you. As the process of selling become more complicated, the sales funnel becomes even more necessary.

  2. I can understand how digital marketing is taking B2B sales to a new level but B2B products are more complex and they need a human interference to make the customer understand the product.So as a Sales person do you really think the “Human Factor” can be replaced by digital marketing?

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