BAI Banking Strategies: Bank Marketing Moves from Funnel to the Flywheel

On April 11, 2019, Total Expert Chief Customer Officer Sue Woodard was published in BAI Banking Strategies. 

Financial services professionals traditionally see their marketing efforts through the lens of the “sales funnel” or “marketing funnel”; it’s been that way for decades. But working within that model could actually cause you to miss out on the majority of a customer’s potential lifetime value—most of which occurs after the initial transaction.

That demands reimagining what’s possible. The upshot? Today’s financial services organizations can boost the lifetime value of every customer through marketing efforts that work not as a funnel, but a flywheel.

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