Flip the Funnel: How to Use Existing Customers to Gain New Ones

OH, AND ONE MORE THING . . .

Just like A.I.D.A. had a suggested S on the end representing Satisfaction, I’ll suggest another S to support A.D.I.A.: the S of Sustainability. As one might assume that Action and Satisfaction need to fit together, the same logic would equally apply to the notion of a fully functioning, self-sustaining ecosystem.

There’s also a more profound interpretation of Sustainability here, beyond the notion of merely closing the loop. Rather, it’s the ability to create a smarter, more efficient, and more environmentally and socially friendly system of marketing, promotion, communication, and distribution. Imagine a world where customers are literally hardwired into the DNA and infrastructure of the company itself. Imagine the power and potential of a feedback loop that is inextricably interwoven into the very nerve center of the organization.

It’s not unrealistic or inconceivable to improve marketing efficiency by more effectively managing customer relationships and ultimately empowering customers to manage themselves and/or others (in the form of bringing in new business). After all, we talk about media efficiency—that is, getting more from less—which normally takes the form of cost savings and efficiencies realized from scale (the denominator). Why, then, would we not look at innovative ways of improving this in the form of higher returns, sales, and, ultimately, payback on investment?

The ability to create initiatives that sustain themselves—that is, ...