One of the central concepts of marketing and sales is the funnel — through which companies are supposed to systematically move prospects from awareness through consideration to purchase. But consumers are now more informed, connected, and empowered than ever. Does the funnel still work in a digital, social, mobile age? We asked some of the leading marketers in the world — from companies like Google, Intuit, Sephora, SAP, Twitter, and Visa — to assess the relevance of the marketing funnel. What we found says as much about the future of business as it does about the future of marketing. According to these marketers, the primary problem with the funnel is that the buying process is no longer linear. Prospects don’t just enter at the top of …

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Marketing Can No Longer Rely on the Funnel


Also published on Medium.