With shifting trade dynamics and a changing buyer mindset, sales and marketing teams are being forced to evolve — fast. We spoke to Paul Ince, marketing strategist and co-host of the upcoming “Funeral for the Funnel” event, about why the traditional B2B sales model is on its last legs, and what manufacturers and suppliers need to know to stay ahead.
What do you mean by “the death of the sales funnel?” Isn’t that how most B2B sales still work?
The funnel’s been a useful model for decades — but it’s based on the assumption that buyers move in a straight line: awareness, interest, decision. In today’s B2B landscape, that’s just not reality. Buyers are doing their own research, reading peer reviews, involving multiple stakeholders, and jumping back and forth in their journey. The funnel doesn’t reflect that chaos. It’s not dead because it’s useless — it’s dead or dying because it’s too simple.
So, what’s replacing the funnel — and why does it matter now?
It’s being replaced by something more circular and more collaborative. We’re seeing a shift toward relationship-led marketing — where value, trust, and timing matter more than discounting or flashy lead gen tactics. However, with the economic environment, budget compliance is still often a higher priority than things like cultural fit between buyer and supplier.
You’ve said price isn’t the deal-breaker it used to be. Is that really true in a climate of rising costs?
Well, our latest B2B Buying Decisions Report shows that while price is always a factor, it’s not the only one but right now it’s moving higher up the list again– this isn’t to say values, service etc. aren’t important to the buyer but they are also asking: can this supplier integrate with our systems? Can they be relied on if things get rocky? Can they help us stay competitive long-term? So, for example, tariff pressure might start the conversation, but confidence is what closes the deal.
What’s the biggest mistake suppliers are still making?
Leading with product and price, not people and problems. People don’t mind being sold to; they accept it’s part of the game of buying. What they want is transparency. They don’t want to feel like they’re being hoodwinked or tricked. People trust what they see less. They need to feel that they can trust a supplier. Being clear on messaging and costs help move the customer along on whatever journey they take. Leading with product and price may well help set the best foundation for the customer journey because further information such as understanding challenges and value can justify that cost.
You’re co-hosting an event called “Funeral for the Funnel.” What’s the thinking behind that?
It’s a light-hearted title with a serious point. We’re gathering sales and marketing leaders to talk about how customer journeys are evolving and how we need to evolve with them. It’s not a theory session — it’s practical, grounded in data, and designed to help people rethink how they engage prospects and customers. Think of it as a send-off for an old friend… and a welcome party for a better approach.
If you could give one piece of advice to B2B sales and marketing teams right now, what would it be?
Stop chasing clicks. Start building confidence. In uncertain times, your biggest competitive edge is trust.
For more information and to register for the Funeral for the Funnel event, visit https://gi.creationzmarketing.co.uk/home-1515
