A labyrinth of diverse and complex strategies, ideologies and campaigns, the B2B sales and marketing industry can overwhelm the faint hearted. But lying at the heart of this maze is a powerful tool that can shape the way an organization can measure its successful sales trajectory; the B2B sales funnel. This funnel is way beyond just being a fancy buzzword, it is a strategic roadmap guiding potential customers through a series of well-defined stages, ultimately leading to a conversion.