The Funnel: From Stranger to Customer to Evangelist
Every startup has a funnel , awareness, acquisition, activation, revenue, retention, referral. Measure each step. Fix the weakest one first.
#data
Marketing without measurement is gambling.
The classic funnel (AARRR)
- Awareness , they hear about you
- Acquisition , they visit your site or app
- Activation , they get value (the “aha”)
- Revenue , they pay
- Retention , they stay
- Referral , they tell others
Key marketing math
- CAC , cost to acquire a customer
- LTV , lifetime value
- Payback period , months to recover CAC
- Conversion rate at each funnel step
Find the weakest step in the funnel. Fix it. Repeat. That is growth.