For a long time, the classic sales funnel was the measure of all things in marketing and sales. Prospects come in at the top, customers come out at the bottom - ideally. But the reality today is different. Customers are moving through their decision-making processes in a more dynamic, informed and unpredictable way. Time for a rethink: the flywheel model offers a new, contemporary approach.
What has changed? - The new reality in purchasing behavior
Today's customers are more independent than ever. They do their own research, compare products and providers independently and often only come into direct contact with a company at a very late stage. They use a wide variety of channels: Website, social media, review platforms, email, etc. The customer journey is no longer linear, but a constant change between touchpoints and decisions.
The weaknesses of the classic funnel
The sales funnel is linear and one-dimensional. It ends with the purchase and ignores what happens afterwards. Customer loyalty, recommendations and repeat purchases? Not a chance. In addition, all prospective customers are treated equally, regardless of their prior knowledge or behavior. The result: untapped potential and inefficiency.
Flywheel instead of Funnel - The new model
The Flywheel puts the customer at the center and focuses on continuous movement. Positive experiences generate energy that keeps the wheel turning: existing customers encourage new contacts through their satisfaction, and the company constantly invests in this positive dynamic. Acquisition, service and marketing interlock seamlessly and form a cycle.
Always-on & personalization as the key
In the Flywheel world, communication is not a project, but a permanent state. "Always-on" means providing relevant content at all times. And in a personalized way: Not all customers need the same information at the same time. With the help of data, e.g. from a Customer Data Platform (CDP), the approach can be individualized, relevant and at the right time.
The role of RevOps in the new world
Revenue Operations (RevOps) combines marketing, sales and customer success into a unified strategy. The aim is to break down silos, harmonize processes and make data-based decisions for the entire customer journey. RevOps creates the structural basis for successfully implementing the Flywheel model.
Practical tip: Implementation in 3 steps
- Analyze the existing customer journey: Where does it not run smoothly? Where do prospective customers drop out?
- Check and remove the tech stack: Is a CDP in use? Is automation available? Is the quality of the data usable?
- Develop a RevOps strategy: Standardize processes, define KPIs, promote cross-departmental collaboration.
Conclusion on the Flywheel model
The sales funnel is not wrong per se, but it is no longer sufficient in today's complex world. The flywheel offers a modern view of customer relationships: long-term, dynamic, personalized. Companies that work in a data-driven way, link processes intelligently and focus on the customer experience not only win customers - they win fans.
What does your strategy look like? Are you still in funnel mode or are you already spinning the flywheel? Contact us for an exchange about the next steps towards RevOps & data-driven customer retention.
