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The traditional sales funnel representing a linear decision and purchase path no longer applies to today’s buyers.

According to marketoonist, this funnel concept, also referred to as the AIDA-model (Awareness, Interest, Desire, Action) and dating back to the late 19th century, has become outdated.

According to a Harvard Business Review article, he quotes:

“The primary problem with the funnel is that the buying process is no longer linear. Prospects don’t just enter at the top of the funnel; instead, they come in at any stage. Furthermore, they often jump stages, stay in a stage indefinitely, or move back and forth between them.”

To learn about the modern “funnel” or buyer’s journey, watch this this short video from Make Your Marketing Matter in which Stephanie explains how the buying process has changed.

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