Has anyone recently spent any time thinking through and optimizing their demand gen funnel? Demand gen feels more complicated these days. There are so many touchpoints an buyer interacts and engages with prior to a decision that occurred before a purchase decision or to move a prospect to account-based marketing. A good funnel incorporates awareness, nurturing and conversion activities, but can overlap with post-purchase engagement. We would be looking at a journey, not a funnel. There is nothing linear about this path, segmentation, personalization and timing are what matters. Marketers are evolving from pure content, data-driven engagement and automation tactics. How are we bridging (alignment) sales and marketing and defining the new and existing funnel to consistently improve ROI or efficiency?