Too often, go-to-market teams view the customer journey (exclusively) via their funnels. ‍ Don't do it. ‍ The actual customer journey should not be confused with the go-to-market funnel. ‍ The go-to-market funnel is linear and artificially segmented into stages, whereas the B2B customer journey resembles a winding river with numerous tributaries (stakeholders within the same account) flowing to and from it. ‍ Focusing on the most relevant stages of the journey is helpful for operationalizing efforts, but it is not particularly useful for comprehending the customer journey. ‍ Both sales and marketing teams must be able to identify the source of leads and their progression through the sales pipeline. Check out our latest blog on Customer journey: https://www.factors.ai/blog/customer-journey-phases