"Many senior sales executives are still looking for a predictable flow of leads at the end of a lead acquisition and nurturing 'funnel,'" says Francois Gossieaux in a post at the Emergence Marketing blog. But there's a problem with that expectation. "[T]he funnel metaphor," he argues, "is broken."

Here's why:

• Your customers no longer make purchases in a linear fashion.
• They no longer rely on your company for advice: instead, they look increasingly to peers and friends who use your products or services.
• They have more choices than ever.

Gossieaux cites a McKinsey Quarterly study that found companies now control only one-third of the touch points in a buyer's evaluation process. "DID YOU HEAR THAT?" he says. And, putting a positive spin on the situation, adds: "You still control 1/3rd of the touch points!"

But to make the most of those touch points, he says, you must rethink how you handle lead generation by:

• Ditching the funnel concept
• Ensuring consistency among the touch points you still control—for instance, in-store displays and packaging
• Making your company as visible as possible to potential customers during the buying cycle

The Po!nt: Don't use outdated models to drive your lead-generation efforts.

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