Behold, the ideal marketing and sales funnel. Symmetrical in form, it’s a model of beauty and efficiency that makes sense of your visitors, leads, opportunities, and closed sales. But that’s not what YOUR marketing funnel looks like.
Unfortunately for most B2B companies, the reality of their marketing and sales funnel is a misshapen figure that looks more like a funhouse mirror. And a lot of these companies don’t even realize it because they don’t know what their funnel looks like. They know how many visitors and closes they have, but everything in the middle is a mystery to them. So they assume their funnels have the idealized symmetrical form when in fact they’re horrible-looking messes.