#213: Why the Funnel is Breaking Your Go-To-Market - and why Closed Loops are the Answer (Closed Circuit Selling)

The B2B Playbook · 2025-12-14 · 1h 12m

Episode notes

Closed Circuit Selling: Why the Funnel Is Breaking Your GTM Most go-to-market teams aren’t failing on effort. They’re failing on architecture. In this episode, we sit down with Charles Needham (co-author of Cold Call Algo) alongside Adem Manderovic (CRO School) to break down why the linear funnel is the biggest sacred cow in sales, and why Closed Circuit Selling is the better model for modern outbound. We unpack incentives, silos, CAC payback insanity, and why “meetings booked” became a broken religion. Then we get practical. How to run outbound as market learning. How to capture timing signals. And how to build feedback loops that actually make marketing, sales, and customer success stronger together. Tune in and learn: + Why buyer journeys are non-linear, and funnels create blind spots + How to shift from meetings quotas to conversation-driven market validation + Why intent data can’t replace first-party conversations If you’re a B2B marketer or revenue leader, this is the blueprint for building a GTM system that compounds instead of churns. - Links + CTAs - Learn how to drive revenue across your organisation with CRO School:

More from The B2B Playbook

All episodes →

Explore the best B2B Marketing podcasts →

Listen to this episode All The B2B Playbook episodes →