An excellent article from McKinsey outlining what all great sales orgs already know - the traditional sales funnel as we know it is broken. Buyers follow their own journey to purchase now and no longer fit neatly into the traditional sales funnel process of lead generation, lead qualification, proposal, negotiation and close. Companies that embrace this head on and map their process to their buyers are reaping real and tangible results from it.
These dynamics are undermining the traditional sales approach of pushing products to customers along a linear funnel comprising lead generation, lead qualification, proposal, negotiation, and close. In that world, funnel metrics kept track of what the sales force was up to and tallied daily win rates. The problem is that many of today’s customers no longer buy this way. Nor does the tracking approach shed much light on what drives purchases or cements loyalty.