Demystifying ToFu Churn: How Strategic CPO-CMO Collaboration Makes the Difference

In the fast-paced world of customer acquisition, understanding the funnel stages isn't just essential—it's transformative. Enter ToFu and MoFu, the pivotal checkpoints in the customer journey.

ToFu, or Top of the Funnel, is where potential customers first intersect with a brand. It's the pulse-check of brand introduction. Placed right at the onset, "Awareness" sets the stage for the AARRR (Acquisition, Activation, Retention, Referral, Revenue) framework, more commonly known as Pirate Metrics. Simply put, "Acquisition" is the next step, marking the phase where the brand story starts resonating with the audience.

Then there’s MoFu, the Middle of the Funnel. Here, customers are no longer strangers to the brand. They're evaluating, contemplating, and sizing up its offerings against their individual needs. In the realm of Pirate Metrics, this is where 'Activation' gains traction.

A quick comparison between ToFu and MoFu churn drivers:

• ToFu: Think brand perception and first impressions.

• MoFu: It's all about product alignment with marketing promises.

While both are crucial, our spotlight today is on the drivers of ToFu churn. Let’s dive in.

We're covering more parts of identifying and solving churn in the funnel. All 4 parts to the series are available here, and building a revenue model to prioritise what to do first when encountering churn is here.

Identifying Core ToFu Churn Drivers

“Clarity in positioning is potential retentiveness in customer experience.” It’s not just about getting them to register, it's about becoming a habit forming product that creates value long-term.