Most marketers define the sales funnel to be Awareness, Interest, Evaluation, Decision, and Purchase. The problem with this model is that it is the opposite of customer-centric. In fact, in the traditional sales funnel, leads are treated a bit like pieces moving along a conveyor belt, with various things happening to them along the way. Unfortunately, a marketing strategy not centered on the customer might be going to waste. The customer now drives all content and all marketing efforts, instead of the other way around. In comes the flywheel!