Traditional top-down sales enterprise motion has dominated the B2B go-to-market for decades. A traditional sales funnel is the following: find enterprise buyers, pitch products, close contracts, and onboard users. Yet sales funnel performance is deteriorating, with sales systematically missing top-down quotas and marketing teams caught up in the MQL (Marketing Qualified Leads) death spiral. What changed?
Acquisition channels are saturated and overloaded: The average buyer gets 10+ email/social cold outbounds daily, making it impossible to get noticed.
Cost of acquisition is increasing: increased channel accessibility and competition drive costs through the roof.
Channel lifecycle is shortening: the lifecycle of any creative or strategy is a few weeks, at most, needing constant creative inflow.
Buyer face decision hesitancy: low-utilization, top-down product decisions have burned buyers.
End-users earned new powers: end-user has gained decision-making power in the organization (or at least…
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