B2B Sales is a Funnel. No, Its an Hourglass aka a Damru!

By June 21, 2019Blog & Articles

Author Milind Katti

Milind is CEO & Co-Founder of DemandFarm. Having practiced and evolved the ‘account farming’ principle for over a decade he established DemandFarm and is passionate about delivering the best B2B key account management tool to serve the needs of key account managers. Milind also serves on the Board of LeadEnrich & is a Strategic Adviser. He was instrumental in developing & conceptualizing the idea behind LeadEnrich when he worked full-time for the first year. Prior to this, Milind co-founded QEDbaton & built the process frameworks for Delivery & Operations. Milind is an Electronics & Communication Engineer with MBA in Marketing. He is also an avid sports fan, voracious reader & above all a humanist.

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  • Its a whimsical attempt at forcing a visual to match a questionable concept. Marketing creates a V shaped funnel developing leads that flow into the top of the sales funnel. Its a larger V than when marketing could barely be held accountable for lead tracking.

    Personally I like the visual, although I don’t feel it is a pragmatic representation of what really happens.

    Changes in buying behaviour have shortened the engagement interval at the beginning of the sales process (basic information provision), and lengthened the engagement at the back end where the decision process lives. Decision process is more complex with more stakeholders, deeper scrutiny, and longer time cycles.

    Volumes of content have not shortened the process at all for any significant purchase. Back the the V.

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