The traditional funnel that exists today, or what I refer to in the new book as the Cluster Funnel, reflects how businesses are organized today. From awareness to interest to decision and action to advocacy and loyalty organizational structures hone in to optimize each step but are rarely unified in their approach or overall higher purpose. The truth is that decision-making is hardly simple and it’s rarely linear.
This is an interview that Brian Solis did in March, 2014 with Eric Jacobson to promote his then new book What’s The Future.
Here is what Brian believes is happening to the traditional funnel.
All customers go on a journey. What changes are the touch points and also the points of influence. Business customers are still embarking on a dynamic journey. They are still seeking input and direction. They are still connecting with like-minded peers in authorities. The difference is that the cluster funnel is collapsing giving way to digital, mobile, and social moments of truth are missed by businesses because they believe technology is only used by people seeking consumer products. Come on! You know that’s not true.