The rapid pace of digital disruption and the growing number of connected devices has upended traditional marketing and altered customer expectations. To keep up, brands must provide tangible value, seamless experiences, and personalized interactions with every customer touchpoint. But this kind of customer-centricity demands an updated marketing model. In this article, we’ll share with you why the traditional marketing funnel is losing relevancy and introduce you to a modern marketing model that is helping brands thrive in the digital era. Why the funnel no longer works First, the traditional marketing funnel assumes a linear customer decision journey; either initiation, research, comparison, transaction, and experience; or, attention, interest, desire, action. And while customers today still go through these phases, that journey is not always a straight line. With the explosion of devices, apps, social media, chatbots, and digital assistants, the customer decision journey