I love Will Kenny’s analogy in his article on Freelance Switch, Why Funnel Marketing Doesn’t Work, where he likens marketing to panning for gold.
Marketing and sales are not funneling processes, no matter how visually appealing that image may be. As alluded to above, the process of marketing is one of narrowing the field, of sifting out the undesirable or unpromising candidates, of eliminating the chaff. It is rather like panning for gold, where you wash away a lot of worthless stuff to come up with a few precious nuggets — nuggets you can live off of.
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