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From Sales Funnel to Customer Journey

Digitalization is continuously changing people’s ways of searching and buying products and services. Digital platforms, especially around the internet, are radically changing the people’s ways to share experiences and interact with each other. A company that implements the elements of the change to its processes gains an overwhelming competitive edge in the market. The connection between sales and digital marketing is in a vital position, considering the new opportunities that are created by digital transformation and the new digital platforms. In this article, the modern customer journey is reviewed through a step-by-step analysis. The connection between customer experience, digital marketing, and companies’ core operations is defined and analyzed in the changing digital environment.

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Cite this paper as: Venermo A., Rantala J., Holopainen T. (2020) From Sales Funnel to Customer Journey. In: Kantola J., Nazir S., Salminen V. (eds) Advances in Human Factors, Business Management and Leadership. AHFE 2020. Advances in Intelligent Systems and Computing, vol 1209. Springer, Cham