For decades, marketers have preached the importance of a linear sales funnel: Attract, engage, convert. The model has been the cornerstone of digital marketing strategies, guiding businesses on how to approach potential customers at each stage of their buying journey. Yet, in 2025, this tried-and-tested approach is increasingly being questioned.

This shift in buyer behaviour is driven by several key factors, including technological advancements, changing consumer expectations, and the overwhelming amount of information now available at every turn.

1. The End of the Linear Journey

Traditionally, the sales funnel model was built on the assumption that a customer would move through distinct phases: awareness, consideration, and decision. At each stage, businesses provided targeted content to guide them further down the funnel toward a purchase.

According to Google's Consumer Barometer study, 48% of buyers report that they use multiple devices during their purchase process, constantly moving between mobile phones, desktops, and tablets. This means their buying journey is fragmented. They might first see an ad on Instagram, later search for reviews on their phone, and then browse a product on a desktop before making the purchase. It’s not linear, it's dynamic.

Further emphasizing this point, Harvard Business Review found that 73% of buyers are already 57% of the way through their buying decision before even contacting a sales rep. This behavior reflects how today’s buyers are self-educating, gathering information, and making decisions at their own pace, rather than following a marketer-prescribed journey.

2. The Age of Hyper-Personalization and Data Overload

The rise of hyper-personalization and the vast amount of data now available to marketers is another major factor in the death of the linear funnel. Buyers are no longer relying on a single piece of content or a company’s sales pitch to make a decision. They expect brands to deliver highly relevant and personalized experiences.

The ability to segment audiences and tailor messaging has never been easier. Yet this also means customers are exposed to a constant stream of highly targeted content, from emails to social media ads to dynamic website experiences. With so many touchpoints, it becomes challenging to map a clear, linear journey from interest to decision.

A report by McKinsey & Company found that 76% of consumers expect brands to understand their needs and preferences and deliver personalized experiences. However, 59% of consumers feel that brands fail to meet their expectations when it comes to personalized experiences. This disconnect often leads to frustration, where buyers feel like they’re being bombarded with irrelevant content that doesn't suit their current stage in the buying process.

3. The Role of Peer Influence and Social Media

The linear sales funnel model also underestimates the impact of social proof and peer influence. Buyers today rely heavily on online reviews, user-generated content, and social media interactions to inform their decisions. A survey by BrightLocal showed that 87% of consumers read online reviews for local businesses, with 52% of consumers stating that they wouldn’t even consider a business with less than a 4-star rating.

Peer recommendations and user-generated content now often serve as the “consideration” stage, jumping in far earlier than in traditional funnel models. A buyer might first hear about a product through a friend’s Instagram post or a TikTok video before even considering official brand content or researching on the company’s website.

Additionally, social media platforms have blurred the lines between brand awareness and purchase decision-making. Platforms like Instagram and TikTok are increasingly used not only for brand discovery but also for immediate purchasing through integrated shopping features. This new “shoppable social” dynamic means that a potential customer might decide to buy a product without ever having to navigate a website at all, making the traditional funnel irrelevant.

4. The Rise of the "Looping" Customer Journey

Instead of moving through a linear journey, many customers today find themselves looping through various stages, often jumping back and forth between research, decision-making, and post-purchase engagement.

In a recent Salesforce study, 62% of consumers stated they’ve engaged in “post-purchase journeys,” meaning they often return to a brand’s website or social media channels even after making a purchase, to discover new products or seek support. This constant cycle of engagement contradicts the traditional funnel where the customer journey was seen as a one-way progression towards conversion.

Consumers today are not just “leads” but are part of an ongoing conversation with brands. They research, purchase, and then return for more information, reviews, or community engagement. As they move between touchpoints, they also continually influence each other’s decisions, often bypassing the traditional funnel’s structure entirely.

5. The Multi-Device, Multi-Touchpoint Experience

In the past, marketers could track a buyer’s path from initial contact to conversion. Today, with multiple touchpoints across devices, social platforms, and even offline interactions, this simple linear model is no longer feasible. A Google report revealed that 85% of consumers begin a purchase journey on one device and complete it on another, indicating the highly fragmented nature of modern consumer behaviour.

The result is a complex web of interactions that requires brands to be present at every potential touchpoint, whether it’s an ad seen on Facebook, a chatbot conversation on a website, or a review read on Amazon. Trying to create a funnel that captures these touchpoints is a fool’s errand. Instead, marketers need to focus on creating an omnichannel experience that accommodates this diverse and fluid journey.

6. The New Model: An Ecosystem of Engagement

Given these challenges, it’s clear that the old funnel is obsolete. Instead of focusing on a linear path, brands must think about the customer journey as an ecosystem of engagement. This means delivering consistent value at every stage, from awareness to loyalty, without assuming that buyers will follow a predictable path.

In this new ecosystem, marketers need to adapt to the non-linear, often circular nature of modern consumer behaviour. They must focus on:

• Micro-moments: These are instances where consumers turn to their devices for quick answers. Being ready for these moments, through well-placed ads or content, is crucial.
• Continuous engagement: Brands should keep the conversation going after a purchase, offering product recommendations, updates, and customer support to foster loyalty and encourage repeat business.
• Personalized touchpoints: Using data to anticipate consumer needs and create tailored experiences at every stage is key to staying relevant in a fragmented landscape.

Conclusion

The death of the linear sales funnel marks a profound shift in how businesses approach marketing. Modern buyers demand personalized, multi-channel experiences that cater to their fragmented, non-linear journey. Brands that embrace this reality, investing in omnichannel strategies and focusing on long-term engagement, will be the ones that thrive in an increasingly complex digital world.




As the customer journey becomes more dynamic and unpredictable, marketers must let go of the rigid funnel model and instead foster an ecosystem of engagement that mirrors the way buyers actually behave. The future isn’t linear; it’s circular, connected, and ever-evolving.