Remember when go-to-market strategies looked like tidy funnels? Traffic in, leads out, done deal?

Yeah… that model ghosted us.

It’s 2025, and buyers aren’t walking obediently from “awareness” to “decision.” They’re bingeing reviews on Reddit, lurking on LinkedIn, polling Slack groups, and asking ChatGPT before they ever click your CTA.

It’s time to rethink your GTM — and trade the funnel for something that reflects how people buy today: the flywheel.

So, What’s a Flywheel?

Originally a mechanical concept, the flywheel is now a go-to metaphor in marketing: a circular, self-sustaining growth engine powered by momentum.

Instead of pushing people down a pipeline, you create so much value that your customers become your biggest growth lever — through referrals, retention, word-of-mouth, and repeat purchases.

In the flywheel world:

• Friction kills momentum
• Delight fuels growth

Why Funnels Are Failing You in 2025

Let’s be real:

Buying isn't linear anymore

• Today’s buyers jump from TikTok to whitepapers to DMs before talking to sales.

Funnels ignore what happens after the sale

• Customer success is your new marketing — and your cheapest acquisition channel.

Funnels treat people like "stages"

• Your buyer isn’t “TOFU” or “BOFU.” They’re a human with Google, peers, and opinions.

The Modern Flywheel GTM Framework

1. Attract

Create value so compelling, people find you first.

• Binge-worthy content (series > static PDFs)
• Personal LinkedIn branding
• Word-of-mouth on dark social

2. Engage

Make buying effortless and personalized.

• Conversational marketing (AI + human)
• Demo-on-demand experiences
• Value-first communities and AMAs

3. Delight

Turn users into superfans.

• Frictionless onboarding = retention
• Surprise-and-delight moments (yes, even in B2B)
• UGC and customer-led stories

Then? Loop it back.The more value you deliver, the faster the wheel spins—growth compounds.

But Flywheels Aren’t Magic — They’re a Commitment

Here’s what it takes:

• Cross-team alignment: Sales, marketing, and CX need to move as one
• Systems that listen and adapt: Think RevOps, feedback loops, and AI
• Letting go of your 2020 playbook: Even that “high-converting” funnel template

TL;DR: Funnels Are Out. Flywheels Are In.

If you’re still building GTM plans around linear funnels, you’re building for a world that doesn’t exist anymore.

In 2025, the winners will be brands that:

• Match how people buy
• Make customers the engine of growth
• Invest in long-term, compounding momentum

Stop pushing people through. Start pulling them in.