The immense diversification of partners in our industry within the last few years means that the regular marketing funnel you may be used to is becoming a thing of the past. For the first time in years, marketing professionals are being compelled to look at the consumer buying process in a completely different way.

Brands seeking more choice, control and, ultimately, better return on their marketing spend now have more ways than ever to do this. This means there has never been a better time for businesses to optimise each stage of the sales and marketing process.

The funnel is, of course, still entirely relevant, but it dates back to when things were a lot simpler than they are today. There is no ‘one size fits all’ approach anymore — every customer is different.

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