Many organizations still use the sales funnel to represent the customer journey, and the activities the organization undertakes to move customers forward in the buying process.

This model has two major shortcomings. The first is to focus on the company's activities rather than the client's process. The second is to end client behavior analysis with the closing of the first purchase.

The customer lifecycle provides a better approach as it puts the client at the center of the effort, involves the entire experience with the brand, and describes an ongoing relationship with the client.