The Dark Funnel, with Caroline Hodson
Caroline Hodson, is the Founder and CEO of marketing technology consultancy Woolf Hodson. Her perspective is simple: current sales processes were built for a world that no longer exists. She argues that in a world shaped by AI tools, peer forums and self-serve content there is little or no footprint in the CRM. By the time a buyer reaches out, they’re often 80% through their decision cycle and so the traditional “nurture, qualify, nurture” route doesn’t apply. Caroline calls this the “dark funnel” and she has a framework for how organisations can adapt: from ditching gated content to building the the right infrastructure for the future. With 30 years of experience across consulting and leadership roles, Caroline offers a grounded and thought-provoking perspective on how organisations can adapt to the reality of modern buyer behaviour.
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