funnel framework
Growth Loops: Why Compounding Beats the Funnel
A growth loop is a closed system where the output of one cycle becomes the input of the next: a new user produces content, a referral, or revenue that brings the next user. Loops compound, where funnels run once and stop, which is why durable growth is usually a loop, not a campaign.
Where it comes from
Popularized by Brian Balfour and Reforge, growth loops reframed acquisition away from one-way funnels toward self-reinforcing systems modeled on how the fastest companies actually scale.
The stages
- Input. A new user, dollar, or piece of content enters.
- Action. They do something that creates output.
- Output. That output reinvests as the next input.
When to use it
Reach for loops when you need growth that compounds without proportional spend: content loops, viral referral loops, paid loops where revenue refunds acquisition. They are a systems lens, not a stage diagram.
How it maps to the marketinque funnel
Loops and funnels are complementary. The funnel describes how one buyer converts; a loop describes how converted buyers produce the next ones. Our advocate stage is the seam where the funnel becomes a loop, and the agent is built to keep that loop turning.
Related frameworks
Made with marketinque