Harvard Business Review April 18, 2023
Summary. Traditional sales models focus on customer acquisition and the “funnel” or “pipeline” metrics that dominate talk about sales. But this approach falls short when applied to a recurring revenue business, where the customer life cycle looks more like a bowtie, not a funnel: In a subscription model, most revenue takes place outside the marketing funnel. Historically, many B2B markets were built on products with steep upfront costs and a business-development culture focused on buyers with sufficiently...
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