The traditional sales pipeline model no longer holds in the new socially networked sales pipeline. What was once a well defined funnel of prospecting, needs evaluation, and solution selling has now become a networked sourced sales activity within many companies today prior to initiating contact with vendors. This had lead to both shortening of the sales cycle and a disconnected sales, sometime frustrating, interaction for both parties. For those companies not understanding the new networked customer and engaging where the conversations are occurring externally, the traditional pipeline building activity of buyer and seller alignment has collapsed.

Combined with the current global economic environment, this loss of forecast predictability only adds to uncertainty in sales management.

The net result of this trend has implications for both buyers and sellers. Companies that cannot connect with the new socially driven sales process will be in a poor position to respond to perceived ‘last minute’ customer inquiries when in fact due diligence has been completed on the buyer side. As the networked customer has assumed more aspects of the traditional sales cycle than has been the historical precedent, businesses must also adapt. Those companies that can bridge the current disconnect and engage the customer wherever the social sales conversations are happening, will be best positioned to win.