The In & Out Market Map

Traditional marketing funnels are bad because they don’t represent the real shopping experience, they silo marketing teams, and they produce redundancies.

“They work if you don’t take them so literally.”

But so many people do. It’s a bad model because it not only suggests top-down movement, it suggests marketing is what moves shoppers, and a lot of people take that literally. Brand managers, clients, CEOs, CFOs—people who make decisions about marketing but aren’t steeped in the nuances of marketing often take the funnel at face value. That’s a problem.