Joe and the web team introduce "Being Found" marketing - A revenue growth strategy companies employ to increase sales and decrease wasted opportunity – by removing roadblocks in the buyer’s process. Being-found marketers identify the buyer’s decision points, as opposed to an abstract rigid sales funnel. They make sure they meet the buyer’s expectations at each point, making it more likely buyers will complete their purchases. This method requires companies to understand their buyers’ decision points and the areas customers find important, and then move swiftly to make adjustments.