Why Every Startup Needs an Inverted Demand Generation Funnel, Part II

This article extends the inverted demand generation funnel model by incorporating time-based phase lags (MQLs to SALs to closed deals) and accounting for company growth when planning marketing budgets. The author demonstrates how to quarter-ize and phase-shift the model to accurately forecast MQL requirements across multiple quarters, and recommends building separate funnels for business segments with different deal sizes and conversion characteristics.