From funnels to fettuccine: Navigating the spaghetti buying journey

Are you mapping your marketing to the buyer’s journey? Or just following sales?Marketers love a good strategy - but are we mapping ours to how buyers actually buy or are we just shadowing sales? In this episode of CMO Therapy, I sit down with Dr Christine Bailey to dive into one of my all-time favourite debates: how much the buyer’s journey has evolved and what that means for measuring marketing success.We’ve all heard the cry "death to the MQL!” but what’s the real alternative? Christine brings the data, the insights, and a refreshingly candid take on what marketers should be tracking instead. We tackle: - Why traditional funnels are failing marketers - The (many) ways B2B buyers are actually making decisions today - How to align your marketing efforts before buyers ever hit a sales pipelineIf you’ve ever felt like your marketing team is speaking one language and sales another then this one’s for you. Let’s talk buyer journeys, real marketing impact and finally cracking this puzzle.Music clip by Filo Starquez, Divergence