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

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6
Time to Flip the Funnel
In Chapter 1, I described how the traditional marketing funnel is anything from outdated to flat-out broken, and I introduced several key themes and terms that traditionally have been absent from strategic planning and agenda-setting in the board room: retention, attrition, churn, and technology as a numerator.

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