Funnel

Category: Growth

The staged model of a customer's journey from awareness to purchase to loyalty.

The classic AIDA funnel (Attention, Interest, Desire, Action) predates modern buyers who research non-linearly. Contemporary versions add Retention, Referral, and Revenue (AARRR), or dispense with linear stages entirely in favor of a 'messy middle' where buyers loop between exploration and evaluation. Whatever model you use, define stage-exit criteria your sales team agrees to.

See also: aarrr, messy-middle, buyer-journey