How much has B2B marketing changed in the past 20 years?
As you reflect on that, consider that the sales funnel framework was first illustrated in the early 1960s. It was a great concept that has served us well, but in the age of the customer, sellers no longer funnel buyers; the buyers now funnel the sellers.
The Revenue Tower is a new framework that can help you plan a more modern and integrated approach. It will help you clarify marketing priorities and create a stronger and more consistent strategy.
- Where the funnel model falls short and what’s missing
- A new perspective on how to organize all the complex tactics available to B2B marketers
- How the Revenue Tower framework can help you build a more effective marketing plan