In this episode, Marc and Vassilis explore the invisible mental models that shape marketing decisions, questioning long-held beliefs such as the funnel model, the five times customer acquisition myth, and the effectiveness of purpose-driven marketing.

They discuss the cashflow funnel as a more accurate representation of customer journeys and emphasize the importance of mental availability in driving growth. The conversation highlights the disconnect between customer satisfaction and revenue, urging marketers to adopt better models for understanding and measuring success.

Enjoy the show!

Takeaways

The funnel model oversimplifies the customer journey.
Customer behaviour is not linear; it's more complex.
The cashflow funnel provides a better framework for understanding market dynamics.
The five-times myth lacks solid evidence and can mislead marketing strategies.
Purpose-driven marketing may not deliver the expected results.
Customer loyalty is often a byproduct of brand size, not a cause of growth.
Satisfaction scores do not correlate directly with revenue.
Mental availability is crucial for brand success.
Marketers need to challenge outdated paradigms and adopt new models.
Organizational structures must evolve to support better marketing practices.

Chapters

00:00 - Introduction to the Invisible Hands of Marketing

02:51 - The Funnel Fallacy: Rethinking Customer Journeys

05:47 - The Cashflow Funnel: A New Perspective

09:01 - Challenging the Five Times Myth

12:09 - The Purpose-Driven Marketing Debate

15:00 -The Loyalty Myth: Understanding Customer Retention

17:53 - The Reality of Customer Satisfaction vs. Revenue

21:07 - The Role of Mental Availability in Growth

23:50 - Conclusion: Embracing Better Marketing Models

Citations

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Dawes, J. G. (2025). Examining the longitudinal association between positive and negative likelihood-to-recommend scores and brand growth. Australasian Marketing Journal. https://doi.org/10.1177/14413582241255388

Edelman, D. C., & Singer, M. (2015). Competing on customer journeys. Harvard Business Review, 93(11), 88–100.

Ehrenberg-Bass Institute for Marketing Science. (2025). Net Promoter Score (NPS) does not predict growth — it's fake science. University of South Australia. https://marketingscience.info/net-promoter-score-nps-does-not-predict-growth-its-fake-science

Google/Shopper Sciences. (2011). ZMOT: Winning the zero moment of truth. Google. https://www.thinkwithgoogle.com/marketing-strategies/micro-moments/2011-winning-zmot-ebook/

Keiningham, T. L., Cooil, B., Andreassen, T. W., & Aksoy, L. (2007). A longitudinal examination of net promoter and firm revenue growth. Journal of Marketing, 71(3), 39–51. https://doi.org/10.1509/jmkg.71.3.039

Kuhn, T. S. (1962). The structure of scientific revolutions. University of Chicago Press.

Lombardo, J. (n.d.). The loyalty lie. LinkedIn B2B Institute. https://business.linkedin.com/advertise/resources/b2b-institute/b2b-research/trends/the-loyalty-lie

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Reichheld, F. F. (2003). The one number you need to grow. Harvard Business Review, 81(12), 46–54.

Ritson, M. (2023). The top 10 most bullshit ideas in marketing [Seminar presentation]. Marketing Week Mini MBA.

Romaniuk, J., & Sharp, B. (2022). How brands grow part 2: Emerging markets, services, durables, new and luxury brands (2nd ed.). Oxford University Press.

Sharp, B. (2010). How brands grow: What marketers don't know. Oxford University Press.

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SBP 189: The Sharp Cut - The Invisible Hands: How Dead Ideas Run Your Marketing Strategy