“The debate about the marketing funnel’s death has been greatly exaggerated,” says Thrum’s CEO, Dr. Terry Linhart. “What we’re really seeing is an evolution in how we think about customer relationships, not a change in marketing fundamentals. And, ultimately, the final purchase decision is often disconnected to any of marketing efforts, whether we like that or not.”
Understanding the Debate
HubSpot’s Jon Dick frames the core issue clearly, noting that “Funnels lose the energy you put into them once you reach the bottom… Funnels produce customers, but don’t consider how those customers can help you grow.” Yet Laura Fredericks, writing for Lightspire, offers a critical perspective: “The funnel is still incredibly helpful for visualizing marketing workflows, how content builds on what came before it, and how metrics at each level influence the bottom line.”
Why Some Say It’s Dead
As HubSpot’s Brian Halligan explains, the fundamental criticism is that the funnel shows customers as an output when today’s customers are actually an input. With word-of-mouth driving most new customers and trust in sales and marketing at historic lows (around 5%), the traditional linear funnel model seems increasingly outdated.
WeTheCollective agrees that the old model has limitations but isn’t obsolete: “Relying on your marketing funnel to generate sales isn’t entirely antiquated thinking. But it is limiting your success.” They advocate for a “loyalty loop” that we like based on our experiences with our clients.
A More Nuanced View
“The reality is more complex than simple ‘dead or alive’ declarations,” Linhart notes. “Today’s marketers need multiple models to understand and connect with the customer journey. When my team at Thrum works with a client, we pay special attention to repeat customers in balance with potential new markets.”
The proposed alternative is the “flywheel” model (championed by Hubspot), which reimagines customer relationships as a continuous cycle rather than a linear funnel. As Fredericks explains in her detailed analysis, this approach puts customers at the center and focuses on reducing friction while building momentum.
The Path Forward
The evidence suggests we should think in terms of “both/and” rather than “either/or.” As Fredericks concludes, “The marketing funnel isn’t dead. The flywheel hasn’t come along to replace it. Instead, there are now two really powerful ways of thinking about marketing and growing a business.”
“The key,” Linhart adds, “is understanding when each model serves your needs best and how they can work together to create better customer experiences.”
Rather than declaring the funnel dead, smart marketers are learning to combine its analytical clarity with the relationship-building power of the flywheel. This balanced approach acknowledges both the funnel’s continued utility for mapping customer acquisition and the need for additional models that capture the full scope of modern customer relationships.
What are your thoughts on the marketing funnel debate? What have your experiences supported?
