i used to think the whole idea of a "full funnel marketing strategy" was bullsh*t
until we felt the pain that resulted from NOT having one (aka almost going out of business)
when we started building a full funnel built around objective, measurable actions, it helped us turn the hand-wavy, amorphous, mythical 'brand' thing into what we learned to be the true way to run direct response
driving direct "responses" (aka actions) across the whole funnel,
not just at the bottom
if there's one thing to implement in the back half of 2026, it'd be to define and construct your funnel of behaviors - of objective, measurable digital actions we all can easily track
from what i've seen in my brand and in tons of brands that have done it (and have not), it's simply the right way to build a business that lasts, and can grow a moat-protected profit generating machine that can make it through cycles
hope this helps