--- title: Dual Funnel Model (Acquisition + Retenti - RGM® Glossary url: https://realgrowthmatters.com/glossary/dual-funnel-model-acquisition-plus-retention/ updated: 2026-06-10 source_html: https://realgrowthmatters.com/glossary/dual-funnel-model-acquisition-plus-retention/ --- Growth Glossary — Definition SHT DUAL-FUNNEL-MO # Dual Funnel Model (Acquisition + Retention) Dual Funnel Model (Acquisition + Retention) names a planning concept. In day-to-day marketing strategy work, it shapes how a team spends,… Dual Funnel Model (Acquisition + Retention) names a planning concept. In day-to-day marketing strategy work, it shapes how a team spends, measures, or compares. Term : Dual Funnel Model (Acquisition + Retention) Field : Marketing Concepts Category : Marketing Strategy ## What it means Keep this in mind.Dual Funnel Model (Acquisition + Retention) is a planning concept. Fix what it covers before the team debates tactics, and the rest of the conversation gets easier. Dual Funnel Model (Acquisition + Retention) names a planning concept. In day-to-day marketing strategy work, it shapes how a team spends, measures, or compares. Within Marketing Strategy, Dual Funnel Model (Acquisition + Retention) is a planning concept. Get the definition right and the work that follows gets easier. ## How it operates Read that twice.There is no single setting for Dual Funnel Model (Acquisition + Retention). It bends to the audience, the channels, and the wider plan. Dual Funnel Model (Acquisition + Retention) is not a switch you flip. It names a moving idea, and the way it plays out shifts with the setup. A lean team running one paid channel applies Dual Funnel Model (Acquisition + Retention) differently than a brand running ten. Use Dual Funnel Model (Acquisition + Retention) loosely and teams pull apart; pin it down and the math lines up. Keep the order simple: define Dual Funnel Model (Acquisition + Retention) for your context, then decide how to act. Reverse it and the budget chases a number nobody agreed on. Read that twice. ## When it matters Read that twice.Use Dual Funnel Model (Acquisition + Retention) when it changes a choice. If it is not driving a decision, it is vocabulary, not leverage. Dual Funnel Model (Acquisition + Retention) matters at the point of a decision. In marketing strategy, three moments come up again and again. Outside them, Dual Funnel Model (Acquisition + Retention) is reference material. 1. **Setting budget.** Dual Funnel Model (Acquisition + Retention) points to where the next dollar should go. 2. **Choosing a metric.** Dual Funnel Model (Acquisition + Retention) shows whether the report will hold up. 3. **Comparing options.** Dual Funnel Model (Acquisition + Retention) normalizes a side-by-side that hides real gaps. ## Worked example Start here.The walk-through runs Dual Funnel Model (Acquisition + Retention) through work modeled on Liquid Death, so the concept meets real constraints. Look at Liquid Death. In a positioning bet, Dual Funnel Model (Acquisition + Retention) drove the decision rather than sitting in a footnote. A baseline came first, then a single agreed meaning of Dual Funnel Model (Acquisition + Retention), then the read: retail velocity grew 3x in 18 months. Example walk-through for Dual Funnel Model (Acquisition + Retention) -- figures illustrative, RGM analysis | Stage | What the team did | The reason | | Baseline | Took a before reading on Dual Funnel Model (Acquisition + Retention). | A fixed point of truth. | | Define | Locked the scope of Dual Funnel Model (Acquisition + Retention) so it stayed stable. | No room for scope drift. | | Act | A positioning bet — one variable. | Only one thing moved. | | Result | Retail velocity grew 3x in 18 months | A call backed by the read. | These Dual Funnel Model (Acquisition + Retention) numbers are illustrative -- RGM analysis. The structure travels; the specific figures do not. ## Pitfalls in practice Start here.Most mistakes with Dual Funnel Model (Acquisition + Retention) share a root: the term gets reported as if it were exact when it is not. - **One blanket rule.** Applying Dual Funnel Model (Acquisition + Retention) the same way everywhere. Split it by audience, channel, and business model. - **No context.** Reporting Dual Funnel Model (Acquisition + Retention) with no baseline. A bare number cannot be judged. - **Vanity focus.** Gaming Dual Funnel Model (Acquisition + Retention) instead of the result. Tie it to business value. - **Raw benchmarks.** Stacking Dual Funnel Model (Acquisition + Retention) against rivals blind. Normalize for margin, pricing, and sales cycle. ## Frequently asked questions What is Dual Funnel Model (Acquisition + Retention)? Dual Funnel Model (Acquisition + Retention) names a planning concept. In day-to-day marketing strategy work, it shapes how a team spends, measures, or compares. In short, fix that meaning before any tactic is debated. What makes Dual Funnel Model (Acquisition + Retention) worth knowing? Dual Funnel Model (Acquisition + Retention) earns its place when it shapes a real decision. The leverage is in correct use, not in the word itself. Where does Dual Funnel Model (Acquisition + Retention) get used? Dual Funnel Model (Acquisition + Retention) supports a real choice: where money goes, what gets measured, which option wins. The Liquid Death case traces it. What is the most common mistake with Dual Funnel Model (Acquisition + Retention)? Chasing Dual Funnel Model (Acquisition + Retention) as a goal and benchmarking it raw. Both bury the real trade-off underneath. What is Dual Funnel Model (Acquisition + Retention)? : Dual Funnel Model (Acquisition + Retention) names a planning concept. In day-to-day marketing strategy work, it shapes how a team spends, measures, or compares. In short, fix that meaning before any tactic is debated. What makes Dual Funnel Model (Acquisition + Retention) worth knowing? : Dual Funnel Model (Acquisition + Retention) earns its place when it shapes a real decision. The leverage is in correct use, not in the word itself. Where does Dual Funnel Model (Acquisition + Retention) get used? : Dual Funnel Model (Acquisition + Retention) supports a real choice: where money goes, what gets measured, which option wins. The Liquid Death case traces it. ### Where to go next ### Related terms