{"id":4103,"date":"2022-11-29T01:25:16","date_gmt":"2022-11-29T06:25:16","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2022\/11\/29\/why-marketers-need-to-move-from-funnel-to-flywheel-qa-with-mark-debenham-vp-of-growth-at-adverity\/"},"modified":"2022-11-29T01:25:16","modified_gmt":"2022-11-29T06:25:16","slug":"why-marketers-need-to-move-from-funnel-to-flywheel-qa-with-mark-debenham-vp-of-growth-at-adverity","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/why-marketers-need-to-move-from-funnel-to-flywheel-qa-with-mark-debenham-vp-of-growth-at-adverity\/4103\/","title":{"rendered":"Why Marketers Need to Move from Funnel to Flywheel &#8211; Q&#038;A with Mark Debenham, VP of Growth at Adverity"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>By R. Larsson, Advertising Week<\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><em>Contradictions aren\u2019t unusual in marketing, but funnel dependence is still among the biggest. While most brands now believe in letting customers take the lead, continuing to see journeys as one-way tracks towards desired actions means many find themselves doing the opposite. Until we stop trying to steer the route we want, activities will never truly be customer centric.\u00a0<\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><em>That\u2019s why <a href=\"https:\/\/www.linkedin.com\/in\/mark-debenham?originalSubdomain=uk\">Mark Debenham<\/a>, VP of Growth Marketing at <a href=\"https:\/\/www.adverity.com\/\">Adverity<\/a>\u00a0, feels it\u2019s time to lift the filter of funnel vision and move to an approach that\u2019s about symbiotic success, with brands driving continuously great results by aligning with customers: the Flywheel model.<\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Q1:<\/strong><strong> How does the Flywheel model compare to the traditional funnel?<\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">It better fits the relationship between modern brands and customers. Over 100 years ago when the funnel was new, this dynamic worked very differently. Businesses controlled how their products were introduced and every interaction that followed; customers saw attention-grabbing ads, reached out to companies, and were told where and what to buy.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">We know power has now mostly passed to customers, yet brands continue building strategies pushing them along a path that isn\u2019t just outdated, but also screeches to halt at conversion. For customers who want to make their own choices and expect a more personal, consistent, and two-way connection with brands, this approach simply doesn\u2019t fly anymore.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">To ensure lasting success and win all-important advocacy, marketers must work to constantly entice, captivate, and delight individuals in whichever way is best for them \u2014 and this is what the Freewheel model is about. Long-term growth is fueled by the momentum that comes from steadily delivering great marketing and keeping customers happy.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Q2:<\/strong> <strong>What are the main opportunities and challenges to watch out for?<\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Top of the list is anything that could impact forward motion. Think of the Flywheel approach like a racing car: to sustain maximum pace, it needs enough energy and minimal friction. The core aim is persistently tapping engagement accelerators and removing blockers to drive mutually beneficial progress. When experiences are smooth and valuable for customers, the whole Flywheel spins faster for everyone.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">At the speed-boosting level, for instance, marketers need to pinpoint where they can optimize energy input. While specific adjustments will vary across companies, using real-time customer insight to guide fine-tuning is a general essential. Running granular and ongoing performance assessment will identify which messages, offers or tactics are resonating; spotlighting where focus should be dialed up to make journeys easier, more enjoyable, and in turn, quicker. On the flip side, this also applies in reverse for pinpointing activities causing loss of traction.<strong>\u00a0<\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Q3:<\/strong><strong> Since \u201cFriction is a common pain point for businesses adopting The Flywheel Model\u201d, what can you do to decrease internal and external friction?<\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Again, the answer here is thorough and honest self-assessment. Some customer experience issues will likely stem from marketing oversights \u2014 maybe frequency caps for certain ads are too high and customers are being bombarded with the same promotions over and over, or teams are basing campaigns on gut instinct instead of listening to current customer needs.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">It\u2019s also possible that there are foundational challenges behind these problems. Too often, racing ahead with amplifying customer data collection but failing to cover basic structural data practicalities can leave marketers drowning in disordered information; with<a href=\"https:\/\/www.adverity.com\/en\/resources\/research-recession-resilience-marketing-data\"> research<\/a> finding 67% of CMOs feel overwhelmed by the quantity of data available to them. Crucially, for those who then struggle without a unified customer view, there is a higher chance of disjointed experiences and friction, especially if data is siloed across departments.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The Flywheel mission is bringing all teams together in striving to engage, attract and delight customers. Robust evaluation of where companies are on their road to maturity is critical to both unearth existing friction areas and understand whether they\u2019re ready to implement the model now, or further data orchestration \u2014 and team alignment \u2013 is needed first.<strong>\u00a0<\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Q4: Looking ahead to 2023, which phase do you think businesses should prioritize most?<\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Because each element feeds into the next, I wouldn\u2019t advise picking a particular phase. The point of attraction is sparking initial interest and putting in the groundwork for engagement. If efforts hit their mark, interactions create delight that cultivates positive perceptions of your brand and the trust needed to draw new customers \u2014 and yes, drive conversions. Everything is part of the interlinked Flywheel cycle.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">What I would emphasize, however, is not underestimating delight. Although marketers have always understood that customer satisfaction matters, this factor has gained even greater significance in the past decade as buying processes have become increasingly digitized. By the time customers connect with a brand, they\u2019ve typically done their research and formed an opinion based on multiple online reviews and good or bad verdicts from other, trusted peers.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">These opinions are directly impacted by how delighted existing and past customers are, which means working to ensure experiences offer the highest value for every individual is not just smart; it\u2019s a business growth imperative.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Mark Debenham, VP of Growth Marketing at Adverity\u00a0, feels it\u2019s time to lift the filter of funnel vision and move to an approach that\u2019s about symbiotic success, with brands driving continuously great results by aligning with customers<\/p>\n","protected":false},"author":7,"featured_media":4104,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[3],"topics":[2],"class_list":["post-4103","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-brands-marketers","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Why Marketers Need to Move from Funnel to Flywheel - Q&amp;A with Mark Debenham, VP of Growth at Adverity | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/why-marketers-need-to-move-from-funnel-to-flywheel-qa-with-mark-debenham-vp-of-growth-at-adverity\/4103\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Why Marketers Need to Move from Funnel to Flywheel - Q&amp;A with Mark Debenham, VP of Growth at Adverity\" \/>\n<meta property=\"og:description\" content=\"Mark Debenham, VP of Growth Marketing at Adverity\u00a0, feels it\u2019s time to lift the filter of funnel vision and move to an approach that\u2019s about symbiotic success, with brands driving continuously great results by aligning with customers\" \/>\n<meta property=\"og:url\" content=\"https:\/\/advertisingweek.com\/aw360\/news\/why-marketers-need-to-move-from-funnel-to-flywheel-qa-with-mark-debenham-vp-of-growth-at-adverity\/4103\/\" \/>\n<meta property=\"og:site_name\" content=\"AW360\" \/>\n<meta property=\"article:published_time\" content=\"2022-11-29T06:25:16+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2022\/11\/169qanov2022.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1600\" \/>\n\t<meta property=\"og:image:height\" content=\"900\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Advertising Week\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Advertising Week\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/why-marketers-need-to-move-from-funnel-to-flywheel-qa-with-mark-debenham-vp-of-growth-at-adverity\\\/4103\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/why-marketers-need-to-move-from-funnel-to-flywheel-qa-with-mark-debenham-vp-of-growth-at-adverity\\\/4103\\\/\"},\"author\":{\"name\":\"Advertising Week\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#\\\/schema\\\/person\\\/ae698b8b96e141836006836db70d9e69\"},\"headline\":\"Why Marketers Need to Move from Funnel to Flywheel &#8211; Q&#038;A with Mark Debenham, VP of Growth at Adverity\",\"datePublished\":\"2022-11-29T06:25:16+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/why-marketers-need-to-move-from-funnel-to-flywheel-qa-with-mark-debenham-vp-of-growth-at-adverity\\\/4103\\\/\"},\"wordCount\":853,\"publisher\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/why-marketers-need-to-move-from-funnel-to-flywheel-qa-with-mark-debenham-vp-of-growth-at-adverity\\\/4103\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2022\\\/11\\\/169qanov2022.jpg\",\"keywords\":[\"Brands + Marketers\"],\"articleSection\":[\"News\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/why-marketers-need-to-move-from-funnel-to-flywheel-qa-with-mark-debenham-vp-of-growth-at-adverity\\\/4103\\\/\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/why-marketers-need-to-move-from-funnel-to-flywheel-qa-with-mark-debenham-vp-of-growth-at-adverity\\\/4103\\\/\",\"name\":\"Why Marketers Need to Move from Funnel to Flywheel - Q&A with Mark Debenham, VP of Growth at Adverity | AW360\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/why-marketers-need-to-move-from-funnel-to-flywheel-qa-with-mark-debenham-vp-of-growth-at-adverity\\\/4103\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/why-marketers-need-to-move-from-funnel-to-flywheel-qa-with-mark-debenham-vp-of-growth-at-adverity\\\/4103\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2022\\\/11\\\/169qanov2022.jpg\",\"datePublished\":\"2022-11-29T06:25:16+00:00\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/why-marketers-need-to-move-from-funnel-to-flywheel-qa-with-mark-debenham-vp-of-growth-at-adverity\\\/4103\\\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/why-marketers-need-to-move-from-funnel-to-flywheel-qa-with-mark-debenham-vp-of-growth-at-adverity\\\/4103\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/why-marketers-need-to-move-from-funnel-to-flywheel-qa-with-mark-debenham-vp-of-growth-at-adverity\\\/4103\\\/#primaryimage\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2022\\\/11\\\/169qanov2022.jpg\",\"contentUrl\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2022\\\/11\\\/169qanov2022.jpg\",\"width\":1600,\"height\":900,\"caption\":\"Photo of Mark Debenham\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/why-marketers-need-to-move-from-funnel-to-flywheel-qa-with-mark-debenham-vp-of-growth-at-adverity\\\/4103\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Why Marketers Need to Move from Funnel to Flywheel &#8211; Q&#038;A with Mark Debenham, VP of Growth at Adverity\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#website\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/\",\"name\":\"AW360\",\"description\":\"\",\"publisher\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#organization\",\"name\":\"AW360\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2026\\\/07\\\/AW360_Logo_2023_FullColor.png\",\"contentUrl\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2026\\\/07\\\/AW360_Logo_2023_FullColor.png\",\"width\":1906,\"height\":849,\"caption\":\"AW360\"},\"image\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#\\\/schema\\\/logo\\\/image\\\/\"}},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#\\\/schema\\\/person\\\/ae698b8b96e141836006836db70d9e69\",\"name\":\"Advertising Week\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g\",\"caption\":\"Advertising Week\"},\"sameAs\":[\"https:\\\/\\\/advertisingweek.com\"]}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"Why Marketers Need to Move from Funnel to Flywheel - Q&A with Mark Debenham, VP of Growth at Adverity | AW360","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/advertisingweek.com\/aw360\/news\/why-marketers-need-to-move-from-funnel-to-flywheel-qa-with-mark-debenham-vp-of-growth-at-adverity\/4103\/","og_locale":"en_US","og_type":"article","og_title":"Why Marketers Need to Move from Funnel to Flywheel - Q&A with Mark Debenham, VP of Growth at Adverity","og_description":"Mark Debenham, VP of Growth Marketing at Adverity\u00a0, feels it\u2019s time to lift the filter of funnel vision and move to an approach that\u2019s about symbiotic success, with brands driving continuously great results by aligning with customers","og_url":"https:\/\/advertisingweek.com\/aw360\/news\/why-marketers-need-to-move-from-funnel-to-flywheel-qa-with-mark-debenham-vp-of-growth-at-adverity\/4103\/","og_site_name":"AW360","article_published_time":"2022-11-29T06:25:16+00:00","og_image":[{"width":1600,"height":900,"url":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2022\/11\/169qanov2022.jpg","type":"image\/jpeg"}],"author":"Advertising Week","twitter_card":"summary_large_image","twitter_misc":{"Written by":"Advertising Week","Est. reading time":"4 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/advertisingweek.com\/aw360\/news\/why-marketers-need-to-move-from-funnel-to-flywheel-qa-with-mark-debenham-vp-of-growth-at-adverity\/4103\/#article","isPartOf":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/why-marketers-need-to-move-from-funnel-to-flywheel-qa-with-mark-debenham-vp-of-growth-at-adverity\/4103\/"},"author":{"name":"Advertising Week","@id":"https:\/\/advertisingweek.com\/aw360\/#\/schema\/person\/ae698b8b96e141836006836db70d9e69"},"headline":"Why Marketers Need to Move from Funnel to Flywheel &#8211; Q&#038;A with Mark Debenham, VP of Growth at Adverity","datePublished":"2022-11-29T06:25:16+00:00","mainEntityOfPage":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/why-marketers-need-to-move-from-funnel-to-flywheel-qa-with-mark-debenham-vp-of-growth-at-adverity\/4103\/"},"wordCount":853,"publisher":{"@id":"https:\/\/advertisingweek.com\/aw360\/#organization"},"image":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/why-marketers-need-to-move-from-funnel-to-flywheel-qa-with-mark-debenham-vp-of-growth-at-adverity\/4103\/#primaryimage"},"thumbnailUrl":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2022\/11\/169qanov2022.jpg","keywords":["Brands + Marketers"],"articleSection":["News"],"inLanguage":"en-US"},{"@type":"WebPage","@id":"https:\/\/advertisingweek.com\/aw360\/news\/why-marketers-need-to-move-from-funnel-to-flywheel-qa-with-mark-debenham-vp-of-growth-at-adverity\/4103\/","url":"https:\/\/advertisingweek.com\/aw360\/news\/why-marketers-need-to-move-from-funnel-to-flywheel-qa-with-mark-debenham-vp-of-growth-at-adverity\/4103\/","name":"Why Marketers Need to Move from Funnel to Flywheel - Q&A with Mark Debenham, VP of Growth at Adverity | AW360","isPartOf":{"@id":"https:\/\/advertisingweek.com\/aw360\/#website"},"primaryImageOfPage":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/why-marketers-need-to-move-from-funnel-to-flywheel-qa-with-mark-debenham-vp-of-growth-at-adverity\/4103\/#primaryimage"},"image":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/why-marketers-need-to-move-from-funnel-to-flywheel-qa-with-mark-debenham-vp-of-growth-at-adverity\/4103\/#primaryimage"},"thumbnailUrl":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2022\/11\/169qanov2022.jpg","datePublished":"2022-11-29T06:25:16+00:00","breadcrumb":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/why-marketers-need-to-move-from-funnel-to-flywheel-qa-with-mark-debenham-vp-of-growth-at-adverity\/4103\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/advertisingweek.com\/aw360\/news\/why-marketers-need-to-move-from-funnel-to-flywheel-qa-with-mark-debenham-vp-of-growth-at-adverity\/4103\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/advertisingweek.com\/aw360\/news\/why-marketers-need-to-move-from-funnel-to-flywheel-qa-with-mark-debenham-vp-of-growth-at-adverity\/4103\/#primaryimage","url":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2022\/11\/169qanov2022.jpg","contentUrl":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2022\/11\/169qanov2022.jpg","width":1600,"height":900,"caption":"Photo of Mark Debenham"},{"@type":"BreadcrumbList","@id":"https:\/\/advertisingweek.com\/aw360\/news\/why-marketers-need-to-move-from-funnel-to-flywheel-qa-with-mark-debenham-vp-of-growth-at-adverity\/4103\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/advertisingweek.com\/aw360\/"},{"@type":"ListItem","position":2,"name":"Why Marketers Need to Move from Funnel to Flywheel &#8211; Q&#038;A with Mark Debenham, VP of Growth at Adverity"}]},{"@type":"WebSite","@id":"https:\/\/advertisingweek.com\/aw360\/#website","url":"https:\/\/advertisingweek.com\/aw360\/","name":"AW360","description":"","publisher":{"@id":"https:\/\/advertisingweek.com\/aw360\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/advertisingweek.com\/aw360\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/advertisingweek.com\/aw360\/#organization","name":"AW360","url":"https:\/\/advertisingweek.com\/aw360\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/advertisingweek.com\/aw360\/#\/schema\/logo\/image\/","url":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/07\/AW360_Logo_2023_FullColor.png","contentUrl":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/07\/AW360_Logo_2023_FullColor.png","width":1906,"height":849,"caption":"AW360"},"image":{"@id":"https:\/\/advertisingweek.com\/aw360\/#\/schema\/logo\/image\/"}},{"@type":"Person","@id":"https:\/\/advertisingweek.com\/aw360\/#\/schema\/person\/ae698b8b96e141836006836db70d9e69","name":"Advertising Week","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/secure.gravatar.com\/avatar\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g","caption":"Advertising Week"},"sameAs":["https:\/\/advertisingweek.com"]}]}},"_links":{"self":[{"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/posts\/4103","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/users\/7"}],"replies":[{"embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/comments?post=4103"}],"version-history":[{"count":2,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/posts\/4103\/revisions"}],"predecessor-version":[{"id":15339,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/posts\/4103\/revisions\/15339"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/media\/4104"}],"wp:attachment":[{"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/media?parent=4103"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/categories?post=4103"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/tags?post=4103"},{"taxonomy":"topics","embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/topics?post=4103"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}