The Second Funnel

The Second Funnel is a business model that represents the post-sale customer journey, standing in contrast to the traditional 'first funnel' of marketing and sales which focuses on customer acquisition. This framework is specifically concerned with the stages a customer moves through after they have made a purchase: Onboarding, Adoption, Expansion, and Advocacy. Its primary goal is to maximise customer lifetime value by ensuring customers are successful, thereby driving retention, growth, and ultimately turning them into promoters for the organisation.

Why it matters — The Second Funnel