Summary
The article argues that B2B marketers should ditch rigid frameworks like the traditional funnel and waterfall, which centre on metrics such as marketing‑qualified leads (MQLs), because they distort how demand really works. These models encourage counting leads like objects that naturally flow through stages toward a sale, but buyers behave dynamically and non‑linearly, choosing when and how to engage. While such tools can be useful diagnostically, the author says marketers need metaphors that reflect real customer behaviour and give customers agency. Approaches like “jobs to be done” focus on understanding customer needs and solving them, reshaping how demand is created and measured.
Marketing Week
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