Call it a funnel, flywheel or revenue engine. Whatever framework you prefer, it’s ultimately about one thing: your prospect’s journey. On paper, the model looks straightforward - Marketing generates demand, SDRs qualify, AEs close. But in reality, it’s rarely linear. Buyers self-educate, they enter mid-cycle, they revisit vendors and disengage and return. The path to a decision isn’t clean or sequential - and when your internal process doesn’t reflect that, friction shows up