From Funnels to Flywheels: Rethinking the Customer Journey in Modern Marketing

The marketing funnel has had a good run. But in 2025, it’s time to rewire the way we think about customer journeys. Say hello to the flywheel—a more dynamic, customer-centric model that reflects how modern brands actually grow.

At Bean, we’re all about moving beyond outdated frameworks. The flywheel isn't just a trend—it’s a smarter way to build momentum, foster loyalty, and create brand advocates who fuel your growth.

Let’s break it down.

The Funnel is Flawed

The traditional funnel guides people from Awareness > Consideration > Conversion. Then what? That’s it. The customer reaches the bottom and… disappears?

In reality, the journey doesn’t end at the sale. It starts there.

Funnels are linear. But customer behaviour? It’s anything but.

What is a Flywheel?

The flywheel replaces the funnel’s drop-off with a self-sustaining cycle. It focuses on three core stages:

• Attract: Draw in the right audience with value-driven content and visibility.
• Engage: Build trust with personalised interactions and meaningful engagement.
• Delight: Deliver exceptional experiences that keep customers coming back—and telling others.

Here’s the key: delighted customers feed energy back into the wheel through reviews, referrals, and repeat business.

Why It Works in 2025

✅ It aligns with the way customers research, buy, and advocate
✅ It prioritises long-term relationships over short-term sales
✅ It leverages momentum—your best customers become your best marketers
✅ It’s agile and always evolving

Modern tools like HubSpot, Salesforce, and Intercom are designed with the flywheel in mind, helping brands streamline the journey and fuel ongoing growth.

Funnels = Focus on Conversion
Flywheels = Focus on Experience

And let’s be real: experience sells. In a world where attention is fragmented and options are endless, brands that consistently delight win big.

How to Make the Shift

Map Your Customer Lifecycle
Understand how people move with you—not just through you.

Invest in Post-Sale Strategy
Email nurturing, loyalty schemes, product education—it’s all vital.

Track the Right Metrics
Think retention rate, NPS, LTV—not just CAC and conversion.

Empower Your Customers
Make it easy for them to leave reviews, refer friends, and share your brand story.

Flywheel in Action: Real Brand Wins

• Patagonia fuels its flywheel with purpose-led storytelling and product transparency.
• Monzo uses community feedback and delight-first design to drive referral growth.
• Glossier turned their customer base into a brand-building community.

At Bean, we help you design systems where your customers don’t just buy—they belong.

The Takeaway? Think Circular. Think Human. Think Forward.

The flywheel isn’t just smarter marketing—it’s sustainable brand growth. It prioritises experience, celebrates loyalty, and creates a loop that builds itself.

If your funnel’s gone flat, maybe it’s time to spin the wheel.

Let’s build a customer journey that never stops working for you