Why businesses need to move beyond user funnels

In today’s era of cheap metrics, highly quantitative marketing, and growth hacking, everyone’s talking about funnels. The most colorful explanation of a startup funnel is easily Dave McClure’s Startup Metrics for Pirates, which goes something like this: (1) user signs up (2) user starts using the product (3) user sticks around (4) user convinces friends to use product and, (5) user pays for the product. AARRR! Unfortunately, this framework often breaks down for B2B companies. Why? Too often, they apply user-centered thinking to problems that are fundamentally account-centered. For example, let’s put ourselves in the shoes of a hypothetical growth manager…

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