<p>Every B2B marketer knows the funnel concept is broken. Yet that same model your team is being measured on right now was invented in 1898, and it&#39;s surviving because nobody at the top has been given permission to use anything else.</p><p>Carolyn and Amber react to a recent article in Adweek from Professor Mark Ritson, where he calls the funnel the &quot;cockroach of marketing concepts&quot;, a 128-year-old model that has outlived every attempt to replace it. </p><p>They break down why every critique fails to land, and why the real problem isn&#39;t the funnel. It&#39;s the classrooms teaching it, the boards demanding it, and the marketers who can&#39;t challenge it without risking their careers.</p><p>Topics covered in this episode:</p><ul><li>Why a model from 1898 still anchors how B2B companies measure marketing in 2026</li><li>The gap between what the funnel was designed to do (a market snapshot) and what it&#39;s used for (SQL-to-opp conversion, MQL targets)</li><li>Why every &quot;funnel is dead&quot; critique fails to kill it, and who actually keeps it alive</li><li>The Amazon &quot;full funnel campaigns&quot; moment, and what it says when even the best companies are still using the language</li><li>Why a snapshot in time tells you nothing about where to move budget, why CAC is up, or what to do when pipeline misses</li></ul><p><br></p><p>If you&#39;ve tried to kill the funnel inside your own org and watched it survive every conversation, this is the episode. The cockroach isn&#39;t the funnel. It&#39;s the system that keeps demanding it.</p><p>-----------------------------------------------------</p><p>Want answers now?</p><p>🔎 The fastest way to understand what’s actually driving pipeline and revenue → All your data, connected, so you can see what’s working and what to do next.</p><p><a href="https://www.passetto.com/book-a-call"><u>[Get your full pipeline &amp; revenue breakdown in 2 weeks]</u></a></p><p>-----------------------------------------------------</p><p>Not ready for that yet?</p><p>🎯 Understand why it’s been so hard to see what’s working → We’ll show you where your visibility breaks and why your current model can’t answer these questions.</p><p><a href="https://www.passetto.com/working-session"><u>[Apply for a 1-hour working session]</u></a></p><p>-----------------------------------------------------</p><p>🎥<a href="https://www.youtube.com/watch?v=IYxZQrk554A"><u>⁠</u></a> JOIN our Weekly Recordings on Wednesday at 1pm ET / 10am PT: <a href="https://us06web.zoom.us/meeting/register/XEEjeYZ1RammZmacTWBEbw"><u>[RSVP for GTM Live]</u></a></p><p>-----------------------------------------------------</p><p>This episode is powered by ⁠Passetto⁠. If your marketing dashboards aren&#39;t giving you straight answers, you&#39;re in good company. Most Marketing teams simply don&#39;t have the visibility to understand how they are driving pipeline and revenue and where budget is being wasted.</p><p>Passetto changes that, giving marketing leaders the comprehensive data they need to act with confidence. </p>