Why the Customer Journey Isn’t a Funnel (And What to Do Instead)

In the world of marketing, we've all encountered the classic funnel model:

Awareness ➡ Consideration ➡ Decision ➡ Purchase

It's tidy, linear, and reassuringly structured. However, reality paints a different picture.

The truth? Customer journeys, especially in the B2B sector, resemble intricate mazes rather than straightforward funnels. Imagine a labyrinth filled with detours, unexpected pauses, and the occasional snack break. And just when you think you're on the right path, Dave from Finance appears, forwarding a two-year-old case study your way.