Marketing and sales teams have spent years trying to perfect the art of the traditional sales funnel. McKinsey popularized the term "customer decision journey" as an alternative to the traditional funnel. The customer decision journey is a helpful model, but it is still based on a transactional relationship with customers. Information is not structured around the customer decision journey; it’s organized around the company’s objectives. As we move away from the funnel and toward a multi-layered approach to sales and marketing, the possibilities will only continue to grow.

Source: Forbes February 25, 2019 19:18 UTC