A word here about the coconut. You’ll have noticed it’s not really a funnel at all. OK, you’ve got me. This is where the analogy breaks down.

One of the problems with the funnel model is that it assumes customers proceed in an orderly linear fashion from awareness to purchase. But what actually happens throughout the sale and beyond?

Successful businesses think about the entire buyer journey. And that doesn’t stop at the point of sale. Rather it continues through purchase, usage, renewal and hopefully referral. Then back to purchase again. Effective marketing needs to support the entire customer experience cycle.

Here’s another deep rabbit hole – the usage/referral/renewal stages demand a whole topic cluster of their own. Once again let’s skip that for now.