Conclusion As we mentioned at the beginning of this journey, the Dark Funnel holds a treasure trove of information. It can tell us which prospects are in-market, which should be, and what their organizations need. But because the vast majority of buyer research happens in the Dark Funnel, it’s nearly impossible to effectively compete for all the potential deals that are happening. The path is clear: You need to illuminate your Dark Funnel. This might sound daunting, but the good news is that the technologies and processes you need are well within reach. We hope you’ll join us in lighting up the Dark Funnel to unlock next-level performance for your organization. 25