F the Funnel

Out with the old, in with the revenue. Jeff Pedowitz explores why your revenue model needs a serious upgrade for today’s landscape.

Embrace The Loop.

A competitive landscape requires smarter, sustainable revenue-generating models for marketing teams.

The Loop breaks your team out of the one-and-done tedium of “the funnel” forever.

Jeff Pedowitz takes marketing leaders through new ways of thinking through revenue growth in F The Funnel!

Jeff has been featured in:

Jeff Pedowitz, CEO of The Pedowitz Group and author of F The Funnel


Jeff Pedowitz is the president and CEO of The Pedowitz Group (TPG), a consultancy that helps clients change the way they get revenue. TPG helps companies create and execute new business models for driving repeatable, predictable, and scalable revenue in a digital world.

He has over 25 years of experience leading successful B2C and B2B organizations. Widely recognized as an industry expert and thought leader, he frequently writes and speaks on a variety of topics related to Revenue Marketing™️, demand generation, marketing operations, and marketing technology.

Jeff hosts a podcast, CMO Insights, where he interviews sales and marketing executives on the topics of business transformation, digital transformation, and the customer experience.


Today, successful CMOs have high pain thresholds, but willpower is not a long-term strategy for growth. F the Funnel delivers both practical advice and inspirational strategies for changing this dynamic.

Jamie Gutfreund

Global Chief Marketing Officer, MGA Entertainment


Funnel methodologies ultimately send continuous customer engagement and repeatable revenue right down the drain.  

This book is all about a different way of approaching these critical milestones that marketing departments need to transform from cost centers to revenue centers with a permanent seat at the table. Enter…The Loop.

This concept accounts for the experiences and desires of both customers and the companies engaging them.

With it, you’ll be empowered to create longer, more rewarding relationships with your customer base.

“This isn’t just a book for CMOs and senior marketers; it should be read by the whole C-suite.”

-Richard Jones
Chief Marketing Officer, 
Cheetah Digital

Jeff Pedowitz's book, F The Funnel, gets to the heart of why marketing often struggles to win!

As the marketing leader who brought in-flight internet to the US markets in 2008 and has delivered billions in incremental top-line revenue across the telecom, pharma, financial services, and education industries, I can say unequivocally that the funnel is dead.

If you are stuck and haven’t transformed, the time is now.

We partnered with the team at TPG, and back in December 2015 we launched our new capabilities. This accelerated our marketing paradigm shift with how we aligned our sales and marketing teams and how we developed flexible anchor solutions (systems)—all with a laser focus on unlocking the data along the customer journey so we can deepen those relationships and improve performance and customer outcomes.

This stepping stone has led to our marketing team being the growth engine in the company while simultaneously being the group that led a broader cultural transformation across the company, which has helped us to be more innovative and, most recently, to be considered by leading experts as one of the most mature data-driven companies within education.

Jeff Tognola

SVP of Commercial Operations & Chief Marketing Officer, Laureate Online Education & Walden University


Part I: F The Funnel

• Chapter 1: Why Don’t They Love Us?
• Chapter 2: The Story of the Funnel, From F to Null
• Chapter 3: Newton’s Lie
• Chapter 4: Because We Don’t Love Them

Part II: Welcome To The Loop
• Chapter 5: The Loop
• Chapter 6: Onboarding
• Chapter 7: Adoption
• Chapter 8: Value Realization
• Chapter 9: Loyalty
• Chapter 10: Advocacy

Part III: It’s Yours Now

  • Chapter 11: Personalize Your Loop
  • Chapter 12: Manage Your Loop
  • Chatper 13: Measure and Digitize Your Loop

Part IV: The Loop Is Not An Island

  • Chapter 14: Courting Change
  • Chapter 15: Brokering Peace
  • Chapter 16: Clarifying Roles
  • Chapter 17: Incentivizing Change
  • Chapter 18: Making Plans
  • Chapter 19: Training for the Loop

The Loop Customer Model

Most models focus on customer acquisition, but customer engagement and expansion is just as important.
This requires alignment of your entire organization to transform your most valuable customers into your biggest advocates.