The document discusses the differences between a marketing funnel and a marketing flywheel framework. It explains that a funnel prioritizes acquiring new customers over retaining existing ones, while a flywheel places customers at the center and focuses on attracting, engaging, and delighting customers at every stage. The flywheel framework aims to continuously build momentum through customer satisfaction and reducing friction points across teams. The document provides tips for companies to shift from a funnel to a flywheel approach, such as identifying friction, automating tasks, resetting goals to align teams, and restructuring teams.

1. Funnel Vs
Flywheel
Your C ompany N ame

2. Content
2
What is Marketing
Flywheel?
Flywheel
Framework
Shift from funnel to
flywheel
Marketing flywheel as
a growth tool
Determining the flywheel
momentum
How to flywheel-ize
your funnel
Measuring the Flywheel
› Mapping your go-to market strategy
› Measuring Success
Maximizing Delight
Reducing Friction
› Identify Friction
› Automate Repeatable tasks
› Reset goals to bridge teams
› Restructure teams
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3. What is Marketing Flywheel?
3
› Flywheel puts the customer at the center
› The three sections surrounding the customer – Attract, Engage,
Delight – illustrate the buyer’s journey from beginning to end
› Flywheel has rotational energy. When you add energy
(prospects) to a flywheel, it starts to spin. If you add more energy
to it, it spins faster
› The rotation of the flywheel represents the growth of your
business
Provide value
before you
extract value
Customer
success is your
success
Make it easy to shop
& buy
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4. Flywheel Framework
4
Open relationships, don’t just close deals. Enable buyers to engage with you on their preferred timeline &
channels. Tie sales incentives to customer success not just close rate
Earn your people’s attention, don’t force
it. Attract visitors with useful content &
eliminate barriers as they try to learn
about your company
Tie your success to your customer’s.
Shift resources to be more effectively
distributed throughout the entire
customer experience
CUSTOMER
Businesses grow when customer
succeed. It’s as simple as that. If
every team isn’t aligned & working
to minimize friction for your
customers, the whole company
loses momentum

5. Shift from Funnel to Flywheel
5
Funnel prioritized marketing
and sales over customer
service, as it favored closing
the next deal over the existing
customers
However, when buyers wield
the power and your Customer
Acquisition Cost (CAC) is
skyrocketing, your existing
customer relationships
shouldn't take this backseat
If you want to grow effectively,
you need to "ditch" the funnel
and introduce the marketing
flywheel as a new way to think
about your customer base
While you still need the
combination of the marketing
funnel and inbound
methodology to attract visitors
and initially convert them into
customers, you now need to
consider how these customers
interact with your business at
every stage
In short, marketing funnel isn't
completely dead: you'll still use
it to gain customers. But once
you've secured your customers,
you need to start placing them
into the flywheel, which will
better focus on their journey
with you as customers — not as
one-time only prospects
CUSTOMERS
Then = Funnel
Customers as an afterthought
Now = Flywheel
Customers at the center
MARKETING
SALES
CUSTOMER
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6. ATTRACT DELIGHT
Marketing Flywheel as a Growth Tool
6
Attracting is about using your expertise to
create content and conversations that
start meaningful relationships with the
right people
For example, you might consider social
media or paid advertising as a means of
starting a relationship
Engaging is about building lasting
relationships with people by providing
insights and solutions that align with their
roadblocks and goals
For example, you might want to nurture
those new relationships by giving them
interesting and relevant content, like blog
posts or white papers
Delighting is about providing an outstanding
experience that adds real value, empowers
people to reach their goals, and become
promoters of your company.
You might consider how you can deliver amazing service
after the conversion. This is a double bonus: it keeps the
customer connected to your business (loyalty), and it
encourages them to “get the word out” to other
consumers (referrals)
In order for the marketing flywheel to be effective, we need to see it as more than a marketing tool; we need to see it as a growth tool i.e. we must view the flywheel as a means of
creating energy and releasing it, in order to generate even more energy -– encouraging even more opportunities for growth
Listed below are three stages of the flywheel
ENGAGE

7. Determining the Flywheel Momentum
7
› Reducing flywheel friction is about ensuring customers remain satisfied and keeping your efforts aligned
› Lack of alignment between sales and customer success, can create unhappy customers and slow your flywheel
when they churn
› Identify inefficiencies which are causing a loss in momentum
FRICTION
› The speed in the flywheel model is really about the number of “pushes” you give the wheel.
› Speed of your flywheel is increased by applying more force in the areas where it can have the biggest impact
› In a funnel model, all the force is applied to attracting and acquiring customers, in the flywheel model you also apply
force to delighting customers and helping them be successful
HOW FAST YOU
SPIN IT
› With a physical flywheel, the greater the mass of the flywheel, the greater its momentum and the harder it is to stop
› In the customer-focused model, the “weight” looks like an exceptional customer service experience that builds your
reputation and brand in ways that create retention, build ambassadors, and deliver value into your marketing and
sales segments
THE WEIGHT OF
THE WHEEL
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8. How to
Flywheel - ize
Your Funnel
8
MAXIMIZING DELIGHT
REDUCING FRICTION
› Identify Friction
› Automate Repeatable tasks
› Reset goals to bridge teams
› Restructure teams
MEASURING THE FLYWHEEL
› Mapping your go-to market strategy
› Measuring Success

9. Mapping Your Go-to Market Strategy
9
Attract Offer value before extracting value Free educational content
Engage Make it convenient to shop & buy Freemium model
Delight Customers success is your success Add text here
FLYWHEEL
PHASE
INBOUND
METHODOLOGY
COMPANY’S
APPROACH
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10. Measuring Success
10
Keywords Visits Subscriptions
(Goal 2 Conversion rate)
Text Here 8,000 2.65%
Text Here 2,000 0.15%
Text Here 1,000 0.50%
Text Here 170 0.00%
Text Here 70 0.00%
Text Here 69 1.30%
Text Here 69 1.30%
Text Here 65 0.00%
Text Here 62 1.48%
Text Here 55 0.00%
51%
25%
14%
5%
3%
2%
Organic Referral (None)
Email Feed Other
MAIN TRAFFIC SOURCES KEYWORDSTRAFFIC SOURCES
Source/Medium Visits Subscriptions
(Goal 2 Conversion rate)
Red-team-design.com/referral 250 1.72%
Stumbleupon.com/referral 270 1.42%
Facebook.com/referral 336 4.34%
Google.com / referral 382 0.53%
t.co / referral 493 1.64%
[Eugen Oprea – Free Updates] /
email
523 0.79%
News.ycombinator.com
/referral
786 0.86%
Blog.kissmetrics.com
/referral
1,126 5.49%
(direct)/(none) 2,824 3.24%
Google/organic 8,897 0.57%
TRAFFIC OVERVIEW
Measure monthly website traffic in order to track how much traffic is gained month over month
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11. Previously
Maximizing Delight
11
Marketing Team Goals
Focus was purely
on acquisition
Split acquisition & retention by creating a
customer marketing team
Customer Communications
Teams were set up for
emailing customers
A centralized team develops the customer communication strategy
to ensure customer satisfaction
Review Site Strategy None Text here
Conversion Paths
Lead generation form was
filled by customers
Prospects can book a meeting, chat, call or
fill out the lead generation form
Self-purchasing No self-purchasing available Self-purchasing available
Compensation Revenue based commission Commission based on customer churns
Lead Rotation No rotation for unassigned leads Text here
Customer Expansion Text here Text here
Knowledge Base Searchable, public knowledge base Increased investment in improving use experience
Support Ticketing Phone, email & ticketed support Added chat-based & in-product support
Text Here Text here Text here
MARKETING
FORCE
SALES
FORCE
SERVICE
FORCE
Currently

12. Identify Friction
12
Source of Friction Can it be fixed with
..automation .. A new goal .. Reorganization
Prospects wants to try the service before
they buy, without going through a
salesperson
Text Here Text Here Text Here
The only way for customers to learn the
product is calling support
Text Here Text Here Text Here
Text Here Text Here Text Here Text Here
Unclear value of marketing leads results in
inconsistent sales follow-up
Text Here Text Here Text Here
Our support chat team gets sales
questions,& our sales chat team gets
support questions
Text Here Text Here Text Here
Text Here Text Here Text Here Text Here
Text Here Text Here Text Here Text Here

13. Automate Repeatable Tasks
13
Source of Friction Can it be fixed with
..automation .. A new goal .. Reorganization
Prospects wants to try the service before
they buy, without going through a
salesperson
Develop a free product so the customers can try
the service with no investment & a self
purchasing flow so they don’t need to speak to a
salesperson
Text Here Text Here
Prospects call support to learn how to use
the product rather than report problems
Invest in a knowledge based team to allow
customers to learn about the products in a way
they want
Text Here Text Here
Increase in lead quantity doesn’t always
lead to increase in quality
No Text Here Text Here
Our support chat team gets sales
questions,& our sales chat team gets
support questions
No Text Here Text Here
Text Here No Text Here Text Here
Text Here No Text Here Text Here
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14. Reset Goals to Bridge Teams
14
Source of Friction Can it be fixed with
..automation .. A new goal .. Reorganization
Increase in lead quantity doesn’t always
lead to increase in quality
No
Service-level agreement between marketing
& sales that commits our marketing team to
generate a certain amount of revenue (aka
good fits)
Text Here
Our support chat team gets sales
questions,& our sales chat team gets
support questions
No No Text Here
Text Here No No Text Here
Text Here No No Text Here
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15. Restructure Teams
15
Source of Friction Can it be fixed with
..automation .. A new goal .. Reorganization
Our support chat team gets sales
questions,& our sales chat team gets
support questions
No No
We consolidated these teams so customers
can more quickly be served by the right
person
Text Here No No Text here
Text Here No Text here No
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16. Funnel VS Flywheel Icons Slide
16

17. 17
Charts
and
Graphs

18. Bar Graph
18
93
60
80
57
97
50
0
10
20
30
40
50
60
70
80
90
100
2018 2019 2020
YEARS
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and changes automatically based
on data. Just left click on it and
select “Edit Data”.
01 Product
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and changes automatically based
on data. Just left click on it and
select “Edit Data”.
02 Product

19. Stacked Line With Markers
19
10
25
15
20
35
55
40
35
55
40
35
45
11
20
10
15
40
50
25
30
25
35
24
40
0
20
40
60
80
100
120
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
inmillions
2020
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and changes automatically based
on data. Just left click on it and
select “Edit Data”.
01 Product
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and changes automatically based
on data. Just left click on it and
select “Edit Data”.
02 Product

20. 20
Additional
Slides

21. 21
About Us
Our Company
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Our Client
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Premium Services
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22. 22
Our Goal
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Our Mission
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Our Mission
Our Vision
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23. Financial
23
55%
Minimum
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should be replaced by
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75%
Medium
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should be replaced by
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95%
Maximum
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24. 24
Strength
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Weakness
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Opportunity
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Threat
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25. Gear
25
01 02 03
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26. Location
26
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Population
CANADA
Population
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USA
30%
70%
60%
40%
Male
Female
Male
Female

27. Puzzle
27
01
02
03
04
Text Here
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28. 28
Magnifying Glass
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29. 29
Thank You
Address
# street number, city, state
Contact Number
0123456789
Email Address
emailaddress123@gmail.com