The Dark Pipeline

I recently learned about the "Dark Funnel" of marketing, which is a super interesting concept explaining how the vast majority of a potential customer's actions can't be tracked by marketers because they happen on third party platforms like social media.

Anyway, this post isn't about the dark funnel of marketing bUuuUUuuuuuuuUUUuuT it lead me to come up with something for sales.

💡💡💡💡 "The Dark Pipeline" 💡💡💡💡

Bear with me.

Regardless of how long your sales cycle is, be it a day or a year, as a seller you're only able to communicate with that client for a very small percentage of that time.

Even if you have 30 meetings with the customer during a year long sales cycle and send lots of emails, the vast majority of that time, the client is not in touch with you.

That's when they're in the dark pipeline.

Putting it bluntly, you as a seller can only gain good insight into the customer's thinking when you're in contact, just like marketers can only gain good data when leads visit their own platforms.

So how about we change that? How's about we start actually gaining some light into that dark sector of the pipeline?

Maybe... convince it to join the light side? 🤦

Lauri