THE NEW SHAPE OF CUSTOMER ACQUISITION

By Susan Bash and Matt Gill, MICA Consulting Group 

From AIDA to Circular Journeys

The sales funnel concept dates back to the late 19th century, when the “AIDA model” (Attention, Interest, Desire, Action) provided a neat, linear framework for understanding customer decisions. By the late 20th century, loyalty was added as a fifth step, alongside CRM practices. In modern practice, however, the tried and true one-dimensional straight line funnel has rapidly evolved into a whole new form. 

There are many new names for the modern funnel: loop, flywheel, influencer map. Whatever you may call it, the common element is that the customer journey now has a multi-dimensional shape, which is based on customer communities and hyper-personalization.  Customers are driving their own searches and influencing others through myriad social tools, review platforms and digital channels. 

How are World Class Marketing Organizations Responding? 

As the funnel has evolved, so have the leaders who manage it. They have had to step up to a more sophisticated level of communication in their organizations and with their customers. Beyond the core skills of lead generation, demand program management, analytics, and CRM integration, today’s world-class marketing automation leaders need to be able to lead across all the functions in their business and to ensure that all are in lockstep with customer needs, perceptions and feedback. 

The following are key to their success:

• Community Mindset – Nurturing and engaging all stakeholders including customers, advocates, and influencers in a variety of platforms and vehicles.

• Customer-Centric Mindset– Leading their business across all functions to zero-in on customer needs using feedback loops and direct and responsive engagement with customers.

• AI and Predictive Analytics Mindset– Learning to anticipate behavior and optimizing responses by utilizing and integrating machine learningtools.

• Cross-Functional Leadership – Breaking down barriers across functions, creating alignment and ensuring marketing automation with product, service, and brand experience. Silos have no place in competitive business today.

• Human-Centered Design – Creating trust and personalization with customers with a foundation of authenticity, consistency, ethics and integrity.

MICA is very proud of its network of leaders who are shaping the course of marketing.   As marketers ourselves, we understand the challenges and risks.  As a boutique firm, we have kept pace with the speed of change to lead hundreds of high-stakes searches for cutting-edge leaders with success.