Forget the funnel. This is what customers want.
6 min read
Opinions expressed by Entrepreneur contributors are their own.
The funnel concept has been around for a long time. Marketing teams use it to plan out the journey people take from prospect to lead to customer, and it’s worked. Lately, however, companies are switching to a marketing flywheel. Why the shift? One word: customers. It turns out the funnel doesn’t work that well for customers. It’s not focused on them, but rather, is more of a conveyor belt where things happen to them. Customers aren’t in control of their journey — you are.
By moving to a customer-centric business model, everything changes. They’re finally in charge of their experience. And that’s where the flywheel comes in. The flywheel puts your customers at the center of your marketing efforts, creating a better experience for them and driving