Is the Sales Funnel Dead?

3. Search – The buying organization engages in activities to find a vendor, partner, or supplier. They begin reviewing capabilities of selling organization(s) to see which competitor can meet their needs and with whom they would like to have a relationship.

4. Assess – The buying organization requests proposals, conducts more in-depth meetings, requests more detailed information, has more “serious” dialogue, conducts an analysis of risk.

5. Choose – The buying organization has narrowed the choices down to one organization, begins “testing water” to gauge the organization’s ability to fulfill. Has decided that benefits outweigh risks, begins talking about implementation.

6. Obligate – The buying organization writes the check or signs the proposal. Key decision-makers have their reputation on the line, the budget is set aside, and the entire affected organization has begun moving in a new direction.

7. Implement – The buying organization is now a “customer or client” and begins implementing the selected solution. They re-align organizational resources as necessary. They put long-term plans together.

8. Track – The customer formally or informally begins documenting the selling organization’s ability to fulfill the solution.

9. Integrate – Once the purchase is complete and the product/service is implemented, the final step of the buying organization’s buying cycle is obtaining maximum use of the product/service in the buying organization. This is sometime referred to as return-on-investment (ROI) in pre- and post- sales processes, and return-on-assets (ROA) once the purchase is capitalized. The product or service must be fully integrated, leveraged, and justified. From a relationship perspective, the buying and selling organization begin to work with a more trust-based bond. The buying organization begins to include the selling organization in appropriate strategic discussions.

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