Get the iCustomer Newsletter

The customer journey has become increasingly cloudy and fragmented over the past decade, leaving go-to-market (GTM) teams struggling to keep up. As buyers embrace more digital channels and anonymous interactions, the traditional B2B funnel has given way to what analysts call the " dark funnel " - a nonlinear mess of unclear buying signals scattered across inboxes, websites, communities, and new digital touchpoints. Reacting to this complexity, most organizations have fallen i

1. Background As a go-to-market leader, you know the challenges of prioritizing finite resources on the highest-value opportunities at...