Flywhell vs Funnel : new mantra

The funnel is dead - long live the flywheel! HubSpot moves the customer from the bottom of the funnel (old world) to the center of the flywheel (new world) #customercentric #InboundMarketing #HubSpotPartnerSummit2018

When I saw it, I told myself. Mmmh nothing new. It is obvious that you need to take care of your customer when they are actually your customers.

But I like the way to present it. Remind me of both Google Chrome and Pokemon Go.

This post won't be long. Because the most important thing to remember is that I have to admit that the funnel has a linear approach to measuring growth is a huge weakness. Funnels produce customers, but don’t consider how those customers can help you grow. Whereas funnels lose their momentum at the bottom, flywheels leverage their momentum to keep spinning. Also, because they preserve momentum so well, all of the additional energy you add to spin it faster adds to the capacity of the whole.

If you are interested in the vision and examples to help you build your own. I leave you visit the Hubspot's article. The link is at the bottom of the page.

In his keynote at INBOUND 2018, Halligan explained the flywheel, and why it’s a powerful new growth model. In his keynote, he assigned the following “homework” to attendees that they share with you.

1. Identify the core flywheel metrics your company tracks

2. Identify your company’s forces by flywheel stage

   • Re-draw those forces to maximize delight and word of mouth

3. Identify points of friction between your customers and your employees, and points of handoff between internal teams, that affect customer experience
   

   • Re-align those points of friction to better serve the customer through automation, shared goals, or a reorganization

But, again. The customer needs to be remember at each step. The love of the client. He/she is the reason why you are getting paid and to be up every Monday. She/he is a person. Always complex. Thus absolutely exciting !

I guess, I would end the post saying that the bottom is smaller than the top. Because there is a bit less clients at the bottom but absolutely not less energy !

So, yeah...less me it a circle. Work on the customer's experience all over his relationship with your brand and kill the friction to get a smooth bike ride. 100% comfort and smooth for the client whatever the speed is.

Sources :

https://blog.hubspot.com/marketing/our-flywheel