What is a Marketing Framework & Why You Need It to Drive Sales

In this ever-evolving digital landscape, consumer behaviour can be unpredictable and hard to track. To effectively reach the desired target audience, marketers must develop a comprehensive marketing plan that involves creating a well-considered framework. A smart roadmap will allow them to understand how consumer behaviour is changing and remain competitive.


What is a Marketing Framework?

A well-crafted Marketing Framework is an essential tool that can equip marketers with the knowledge they need to fully comprehend consumer behaviour. With a framework in place, marketers can effectively identify where the target audience lies in their purchase journey, allowing brands to be top-of-mind when consumers begin to consider products in their industry. 

To help entrepreneurs and marketers better understand the purpose of a Marketing Framework, we have outlined three popular formats that have proven effective: Sales Funnel, UPSYD, and RACE Model. Through these frameworks, you can expect to uncover new ideas that will propel your business to the next level. 

But before diving into detail, let’s first define what is a Marketing Framework. In essence, it’s a conceptual framework or planning model that marketers create or set for team members to view the whole picture before getting into specific subsections. This allows for a better understanding of the target audience and more accurate and efficient communication. 

In addition, the Digital Marketing Framework is not different from a Marketing Framework; it is simply more specific to online channels. However, most frameworks crafted can be used for both online and offline channels, with some slight modifications to fit the target group and context of the particular business.


Top 3 Marketing Frameworks for Marketers!

The marketing landscape is ever-evolving, and there are plenty of innovative frameworks for marketers to try out. Today, we explore three popular marketing frameworks in our blog that you can use to drive sales for your business.

Sales Funnel

Let’s start with the first thing. The Sales Funnel is an essential framework for marketing professionals to capture their target audience’s attention and convert them into loyal customers. It’s a simple concept – from the customer’s journey of being a stranger to your product to becoming a real customer. It’s a process that looks like a pyramid or an inverted cone. 

This framework has become increasingly popular, and today we’d like to present it to you in three different, interesting formats. So, let’s get started and learn how to use the Sales Funnel to its full potential!

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Level 1: Awareness

At the Awareness level, customers are strangers to the brand who have never heard of it. As such, brands must make their products and services attractive enough to pique their interest and develop a positive association with them. 

Level 2: Interest 

When strangers turn into acquaintances and become more interested in the brand, the level of Interest is reached. Brands can foster this by sharing various content – such as product features, benefits, and strengths – that encourages the target audience to take notice. 

Level 3: Consideration

At the Consideration stage, the target audience will compare the brand’s offerings with its competitors. This is a critical moment for brands to demonstrate their products’ value, by highlighting the unique features that set them apart. 

Level 4: Conversions 

In order to close the deal and turn the strangers into loyal customers, the Conversion stage is key. Brands must make an irresistible offer that entices the target group to take the plunge and make the purchase. 

The Sales Funnel framework is valuable for analysing customer behaviour and understanding the thought process and decision-making involved when purchasing a product or service. This framework can be applied to both online and offline businesses and, when used correctly, can be equally effective for both.


UPSYD – pronounced ‘Upside’ – is a framework that emphasizes customer awareness processes, allowing brands to think and communicate with their customers with maximum precision and effectiveness. It is said to be more comprehensive than the well-known sales funnel, incorporating five steps per letter to guide customers through the process of recognizing their needs and making a purchase decision.

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Step 1: U – Unaware

At this stage, the target audience is completely unaware of the problem they have. Brands need to step in and provide the necessary information to make them aware of the issue and present their products as a solution to the problem. 

Step 2: P – Problem Aware

Here, the target audience is now aware of their problems but unsure of how to fix them. It’s the job of the brand to guide both the causes and potential solutions clearly and concisely to build the target group’s confidence in the solution.

Step 3: S – Solution Aware

Once the target audience knows how to solve their problem, the brand needs to show them that their product is the best option. The brand has to present a unique offer that will stand out from the competition.

Step 4: Y – Your-Solution Aware

It is essential to build trust with your target group. Give them a guarantee that your product or service is the right fit for them, and provide positive reviews from other customers to strengthen their confidence.

Step 5: D – Deal

This is when a perk or promotion is offered to entice customers to purchase. Present them with an attractive price, distribution location, and irresistible offers. Doing this will give you a better chance of converting them into your customers.

RACE Models

RACE Models, developed by renowned marketer Dave Chaffey, is an innovative and highly effective marketing concept enabling brands to reach their customers online and offline seamlessly. This powerful model simplifies communication, allowing brands to engage with customers every step of the way and make a lasting impression. Not only that, RACE can be implemented with any existing marketing strategies as well. Make sure to embrace this concept for guaranteed success in your marketing endeavours!

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R – Reach Stage

To lay the foundations of a successful venture, brands should strive to draw in customers with alluring messages that speak to their behaviour and offer them something they have yet to learn about.

A – ACT Stage

Once interest has been sparked, brands should actively encourage customers to become more familiar with them through content that is both helpful and interesting. Inviting customers to share information with your brand or even message you directly will open the door to the next step.

C- Convert Stage

At this stage, customers come to purchase products or services. To ensure they keep returning, brands should tailor their communication to the customer’s behaviour, such as providing insightful information to secure B2B customers’ trust or organizing promotions to arouse curiosity and inspire loyalty among general consumers.

E – Engage Stage

For long-term customer loyalty and repeat purchases, brands should maintain relationships with current customers. This can be achieved by offering upsells and strengthening customer connections through engaging conversations and long-term strategies.



The Sales Funnel, UPSYD and RACE Models are powerful concepts that help entrepreneurs create tremendous business value while gaining insight into customer behaviour. By taking an in-depth look at the customer’s journey to purchase, businesses can optimize their product and service offerings, resulting in unprecedented success. 

If you’re looking to build your brand and need assistance with choosing the right digital framework, Primal Digital Agency is here to help. Our team of over 150+ marketing professionals are ready to join you on the road to success. Fill out a quick consultation form and receive a free marketing plan from us today!