The Funnel Is Dead And Your Team Hasn’t Noticed with Matt Hemsley from Asana

If your content marketing strategy still depends on gated PDFs and vanity metrics, you’re basically shouting into a void and calling it demand gen.

In this episode, Matt Hemsley, Marketing Operations Team Lead at Asana delivers the unsexy truth: the funnel isn’t “broken”—it’s been replaced. He breaks down what happens when AI becomes the new front door, web traffic gets weird, and attribution starts lying to your leadership team with a straight face.

We get into the real power shift happening inside modern B2B orgs: marketing ops moving from order-taker to architect, building guardrails and self-serve systems that let teams ship faster without turning the brand into a global game of telephone. Matt also calls out the silent killer of high-growth marketing: data overload that creates analysis paralysis—and how the best teams balance measurement with judgment.

We also explore:

• Why ungating content isn’t a “nice-to-have”—it’s survival in an AI-first buyer journey.
• The self-serve model that removes bottlenecks and protects brand consistency.
• Why attribution oversimplifies enterprise buying (and how it misleads execs).
• The difference between automating “work about work” vs automating decisions you’ll regret.
• Why retention is still the most ignored growth lever in B2B.