B2B marketing involves a relationship continuum. In this continuum, we move from the (1) relational, to the (2) transactional, to the (3) contractual. Each of these points represents increasing levels of commitment. An organization can use this three-part framework to map their content across the inverted funnel. Much of the loss in our sales pipeline occurs not because we asked the wrong person, but because we asked the right person at the wrong time.