From Funnels to Flywheels: how to build engines of growth

The standard, linear marketing funnel is etched into the minds of marketers everywhere. Awareness, interest, consideration, intent, evaluation, and purchase -- sound familiar? Meanwhile startups have embraced slightly less rigid models like Dave McClure’s “Pirate Metrics”: acquisition, activation, retention, referral, and revenue. In a sense, these begin where the marketing funnel leave off, but are fairly linear nonetheless.

The digital product (and marketing) powerhouses of today are going a level deeper. They are embracing non-linear effects and “virtuous loops” (aka Product Flywheels) to build engines of growth that are self-reinforcing. In this talk we will explore the product flywheel concept, with a specific focus on marketing/product collaboration. How do you formulate your flywheel? How do you test it? When should you shift strategies? How do you measure it over the long term? Who is doing this well?

This talk will give you the tools you need to go a level deeper than traditional funnels within your own company.