Marketing Funnel vs. Flywheel: Which Model Drives Better Growth in 2025?

The Funnel Had a Good Run… But It’s Not 2015 Anymore

If you’ve ever launched a campaign, optimized a landing page, or muttered the words “top-of-funnel” in a meeting, congrats—you’ve used the marketing funnel. And for a long time, it worked.

But 2025 isn’t just a new year; it’s a new era of marketing. The funnel is no longer the only game in town. These days, smart brands are shifting their energy toward something that actually builds momentum rather than just trickles traffic: flywheel marketing.

Let’s talk about why the funnel’s looking a little dusty—and what’s spinning in to take its place.

What Is the Marketing Funnel?

Let’s start with the classic: Awareness ➝ Interest ➝ Decision ➝ Action. It’s a neat, tidy little line where prospects flow in, and—if all goes well—come out the other side as customers.

It’s linear. Predictable. Clean. But also… kind of over it.

The funnel treats customers like the finish line. Once they convert, the model ends—pop the champagne, you did it!

But here’s the problem: in 2025, a one-and-done approach doesn’t cut it. Customers expect more than just a transaction—they want a relationship. They want value after the sale. They want to feel seen.

(If that sounds dramatic, welcome to modern marketing.)

Still, it’s worth understanding the funnel’s foundational role in digital marketing. If you need a refresher, our step-by-step guide to creating a marketing funnel covers the basics and then some.

Enter: The Flywheel

Imagine if your best customers didn’t just buy—but brought more customers with them.

That’s the essence of flywheel marketing, a model that treats your current customers as your most powerful growth engine. Instead of a pipeline that ends at the sale, the flywheel is a self-perpetuating cycle powered by three phases: Attract, Engage, Delight.

Every satisfied customer adds energy to your business, keeping the wheel spinning—and your brand growing. So instead of starting over with cold leads every month, you’re amplifying momentum through relationships.

This model reflects a major shift in how trust, loyalty, and brand growth actually happen today. (Spoiler: It’s not just about the ad spend.)

Funnel vs. Flywheel: The Showdown

Let’s be clear: the funnel isn’t dead. It’s just incomplete. It’s great at generating awareness and conversions—but it doesn’t tell you what happens after someone buys.

And in a market where customer experience is everything, that “after” is where your brand either thrives or flatlines.

Why Flywheel Marketing Is Winning in 2025

Here’s why brands are shifting from the old-school funnel toward the more modern flywheel model:

• People trust people more than they trust ads. The flywheel taps into referrals, reviews, and organic brand advocacy.

• Retention is still cheaper than acquisition. Always has been. The flywheel just happens to make it a central strategy.

• It scales smarter. Instead of throwing more money at traffic, you’re creating momentum through loyal fans who do the sharing for you.

The shift also complements a strong, intentional brand strategy. Your flywheel’s speed depends on how much trust and clarity your brand communicates—which is why refining your visual identity, tone, and customer promise (as we discuss in our proven strategies for building brand identity) is more relevant than ever.

So… Should You Ditch the Funnel?

Not at all.

Think of the funnel as the opener. It gets someone in the door. The flywheel? That’s what keeps them coming back—and bringing their friends.

This isn’t about choosing between two competing philosophies. It’s about understanding where each model shines. The funnel helps you convert. The flywheel helps you compound.

What It Takes to Make the Flywheel Spin

If you’re ready to apply the flywheel, here’s your no-fluff cheat sheet:

1. Attract the right audience with valuable content and clear positioning.

2. Engage with meaning—through personalized emails, thoughtful onboarding, and two-way conversations.

3. Delight them post-purchase with top-tier customer service, ongoing value, and reasons to stick around.

This is where digital marketing meets relationship building. If you’re just getting started, check out our digital marketing for beginners guide for a no-intimidation overview of how it all fits together.

Funnels Fade. Flywheels Spin.

In 2025, it’s not enough to just drive a sale. You need a system that drives loyalty, buzz, and sustainable growth.

That’s what makes flywheel marketing such a powerful evolution. It doesn’t replace the funnel—it completes it. So build your strategy with both in mind.

And if you want a deeper perspective on why this shift matters, we highly recommend this Medium article on the rise of the flywheel for even more context.

Kylee Comstock

Kylee is passionate about health and runs an online fitness and nutrition coaching business called Incinerate Training where she helps women to feel confident in their reflection again through lifestyle changes. She also runs a self development podcast called the Believing & Achieving podcast where she interviews experts and learns from their expertise.