The Sequence. Not a Funnel. Not a Journey.

Whether you like it or not, today’s buyers are living in a sequence.

Not in a funnel. Not in a journey.
The old maps don’t work anymore.

The sequence is the most accurate word we could find to describe the reality of modern B2B buying.

In math, a sequence is a list of ordered numbers.
In our world, it’s a chain of touchpoints each arranged in a specific order.
Every number represents a moment.
Every moment is a term.
And every term is a belief.

Some sequences are finite. They break early.
Others are infinite. They grow and evolve.
A living, compounding system of connection, trust, and motion.

There are arithmetic sequences. Buyers who self-start. Who feel the pain and begin the search.
There are geometric ones. Founder-crafted. Designed to multiply belief with sharp intent.
And there are the organic ones. Triggered by a friend, a partner, a side-door recommendation you never saw coming.

So No. it’s not a funnel. And it’s definitely not static.
The old models missed the motion.
The sequence maps the flow. The compounding nature of modern B2B.

Every Sequence Starts with a Spark

It begins when someone; a founder, a builder, a user who feels a problem that’s worth solving.
Or sees an opportunity that’s too clear to ignore.
That first step kicks off the chain.

Touchpoint. Term. Belief.

Sometimes it’s a founder building something new.
Other times it’s a power user looking for clarity inside chaos.
But either way; if the first belief isn’t solid, nothing that follows can be.

A strong sequence can’t start on weak foundations.
Bad service with a good product? That’s a crack.
A support ticket ignored? That’s a memory.
And in B2B, memory is strategy.
Because the buyer remembers and the belief gets shaped.

And belief is what drives the next move.
They will or won’t respond to your campaign.
They will or won’t take your call.
They will or won’t bring you into the room.
And it all comes down to what they believe to be true; about you, your product, and their problem.