When you manage marketing with funnels only, you lose good customers, because you don't account for timing around events in their life.

Look at it this way.

Awareness: Where do you have to be so customers find out you exist?

Relationship: How can you maintain contact with them from there?

Decision: What triggers the customer into buying?

Consider computers as an example. Even if you're not in the market for a computer, you can probably name brands or even models you'd consider. Different events can trigger you to buy- your computer dying, running out of space, or getting a raise.

When computer makers manage with funnels alone, they incorrectly see you "churn" but in reality you're a likely customer; they just have to be there when an event triggers you to buy.