B2B sales cycles are messy. eComm checkout funnels are clean. Why? This episode unpacks how conversion clarity in eCommerce drives results (and what B2B marketers can steal from this). Louis and Maelien break down the structural differences between eComm and B2B sales-funnels, exposing where complexity creeps in and how to simplify for performance. You’ll learn how to identify bottlenecks, reduce noise, and move faster with cleaner funnel logic - without oversimplifying the B2B buyer journey.