> For the complete documentation index, see [llms.txt](https://wiki.anatomyofmarketing.org/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://wiki.anatomyofmarketing.org/the-aom-model/layer-two-fundamentals/brand-strategy/audience/customer-funnel-loop.md).

# Customer Funnel / Loop

### What is it?:

A Customer Funnel/Loop is the model a business uses to map the moments that shape how customers discover, consider, purchase, and stay with a brand. The AoM uses a loop model rather than a linear funnel because customer behaviour is not linear: customers skip stages, re-enter at different points, and move between purchase and advocacy in ways a funnel cannot represent.

***Also known as:*** *Sales Funnel, Marketing Funnel, Customer Journey, Demand Generation Model, Purchase Funnel*

### Why it matters

A shared loop model gives sales, marketing, and after-sales teams a common language for the customer journey. Without it, each function develops its own version of the customer journey, creating misalignment on what constitutes a qualified lead, where conversion happens, and who is responsible for what. The loop makes those boundaries explicit and shared. When the model is strong, teams spend less time debating definitions and more time improving the moments that matter.

### When it matters most

Defining or revisiting the Customer Funnel/Loop becomes critical when a business is experiencing misalignment between sales and marketing, when conversion rates are declining without a clear cause, or when a new product or audience requires a different path to purchase. It is also foundational before developing channel strategy or media plans: both depend on a shared understanding of which moments in the loop the business is trying to influence.

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### AoM Connected Tools

{% content-ref url="/pages/6BTnEjeYGL03YVQ9TuWy" %}
[Customer Funnel/Loop](/the-aom-model/layer-three-connected-tools/brand-strategy-tools/customer-funnel-loop.md)
{% endcontent-ref %}

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