A New Approach to the Customer Journey

The B2B marketing universe is changing as customers continue to take greater control of their own buying journey. Because of this shift, marketers can no longer use the traditional funnel to model their interactions.

Many organizations have already felt the limitations of the traditional demand generation waterfall. Let’s walk through how to transform a traditional, company-centric funnel to a customer-centric one.

Traditional Funnel

The traditional funnel is short-sighted. Many organizations shoehorn business practices into this journey model, but many holes are left – with the biggest one being returning customers.

The traditional funnel takes a company-centric approach.





Customer-Focused Funnel

Let’s add some customer focus. Now, our funnel is an hourglass to represent both the initial acquisition of a customer and their journey … but this model assumes these customers just fall through like sand.

If it were only that easy!









Customer-Centric Nurturing

In reality, customers can fall out of our funnel (now an hourglass) at any time.

It’s up to us to provide a safety net of customer-centric nurturing and actions that fall across all functions to keep them as a customer. But they rarely follow a nice linear process.


Your customers can be at many stages of their customer journey at once. The process to acquire and retain the right customer is an ongoing, infinite process.

Customer-centric organizations know this! They focus on lifetime relationships with a customer, far beyond the initial acquisition.

TPG ONE™ operationalizes this customer focus.

Would you like to know more about TPG ONE™?

We’ve moved beyond the traditional funnel to TPG ONE™ – a better Customer Journey Map that embraces the complete customer lifecycle. This model…

…is completely built around the customer, not the company.

…guides you to develop metrics, content, marketing and sales approaches that align with each stage of your customer lifecycle.

…implements a framework that works for your customers and your operating requirements.

Create customers for life with a framework that molds to your business!

Dive into how you can transform your organization from the traditional funnel to TPG ONE™ by downloading one of our most popular documents ever!