About
About Deep Dark Funnel
Deep Dark Funnel is a body of work examining why B2B revenue teams keep missing deals they should have seen — and why the standard responses are not working.
The pattern is consistent: buying decisions form, research happens, shortlists get created — but the signals never surface inside the systems designed to catch them. Deals become visible only after competitors have already engaged. Sometimes they never become visible at all.
This is not a failure of data, tools, or execution. It is a structural shift most go-to-market systems were never designed to handle.
Why this work exists: To give revenue leaders language for a failure mode they recognize but struggle to name — so they can reason clearly about what their systems can and cannot tell them.
Why we are qualified to write it: This perspective comes from more than a decade of building and operating large-scale engagement systems — systems designed specifically to separate real buyer behavior from noise as machine activity increased. We watched this problem emerge. We have seen what it does to pipeline. And we have spent years learning what it actually takes to see through it.
Who This Is For
CMOs, CROs, and go-to-market leaders accountable for pipeline, revenue outcomes, and decisions made on signals they are not sure they can trust.
The challenge is not access to data. It is knowing which signals are real, which are noise, and when to act — before someone else does.
What You Will Find Here
Articles examining recurring patterns: where signals break down, how organizations respond, and what the systems actually cannot see.
Some pieces are observation. Others reflect real conversations with leaders navigating these issues in real time. Together, they form a shared language for a problem many teams recognize but have not been able to name.
About the Author
Deep Dark Funnel is written by Matthew Palmer, a B2B technology entrepreneur with 25 years of experience building companies at the intersection of infrastructure, data, and go-to-market strategy.
Palmer co-founded SDxCentral in 2011, growing it into one of the leading independent B2B media companies in the technology infrastructure sector before its acquisition in 2025. Prior to that, he co-founded Pareto Networks (acquired by Aerohive Networks) and Wiretap Ventures, whose patent portfolio was acquired by Red Hat. He has held senior roles at Juniper Networks and Netscreen Technologies, and holds multiple issued patents in software-defined networking and cybersecurity.
He is currently building his next company, focused on helping B2B revenue teams discover hidden demand before competitors engage.
If this feels familiar, Matt is open to private conversations via LinkedIn.