ClickFunnels Alternatives And Competitors: The Best Sales Funnel Software

ClickFunnels is an online platform allowing to build high converting marketing sales funnels. It is popular and widely used by marketers and online entrepreneurs to sell products and services.

However, you may need to consider a ClickFunnels competitor if you have a tight budget or are looking for an all-in-one funnel builder with a build-in email autoresponder. 

What is a sales funnel software?

A sales funnel software is a set of tools used to publish content, acquire leads, and convert them into customers. By creating a series of web pages, the prospect goes through a multi-step process from awareness to purchasing. A sales funnel software mainly utilizes page builders, CRM software, email autoresponders, data analytics tools, and software with eCommerce features. 

To build marketing funnels, lead funnels, conversion funnels, marketing funnels, or sales funnels, your funnel builder can contain these elements: 

  • Landing pages with opt-in forms
  • Lead magnets
  • Sales pages or offer pages
  • Oder bumps
  • Checkout pages
  • Thank you pages
  • Upsells and down-sells
  • Tracking tools and analytics
  • Split testing, A/B testing
  • Email automation/autoresponder
  • AI chatbots

Time, learning curve, expenses, effectiveness are the main factors to consider when building your funnel. 

If you know or are willing to spend time learning WordPress or another CMS, you can make your funnel on a meager budget. Or, you can use an all-in-one sales funnel software to save time and benefit from done-for-you templates if you have some money to invest in ClickFunnels or any competitor.

For example, and GetResponse are two of the cheapest all-in-one marketing platforms for online entrepreneurs. Plus, is a great ClickFunels alternative since it offers a free plan to let you try the platform before engaging in a paying plan.

Build your sales funnel with

ClickFunnels alternatives and competitors

There are two main ways to create your marketing funnel: use an all-in-one platform or combine a content management system with specific SaaS tools. In this article, you will find a list of the best (alternative to) ClickFunnels competitors for online marketers and web-based businesses to build a sales funnel.

Best autoresponders and CRM software to build a funnel

Automation is what can help you scale and increase sales. Using an email autoresponder or a chatbot will help you automate your funnel and to get more clients. Which will help you increase engagement (24h support) and lower the cost of running your business.

  • ActiveCampaign
  • BuilderAll
  • Copper
  • Dubsado
  • HonneyBook
  • Mailchimp
  • PipeDrive
  • Sendinblue

Chabot and email automation facilitate the conversation with potential customers. They allow a 24 hours presence that is essential when you are running an online business. They lower your cost because you do not need to hire extensive staff for twenty for a seven support. helps you create an interactive chatbot to engage with your visitors. It comes with an easy-to-use drag-and-drop interface that does not require any technical skills. It supports many languages and is built to improve the user experience with fully automated friendly conversations.

Improve your marketing funnel with

WordPress funnel builder

A funnel builder for WordPress is a plugin (or group of plugins) that lets you create your funnel directly on your WordPress editor. Whether you are using Gutenberg or another page builder, developing a marketing funnel using WordPress is possible. Here are the most effective plugins, themes, and software to create funnels for WordPress:

  • Woofunnels 
  • Cartflows
  • InstaBuilder
  • Ontraport
  • Thrive Suite
  • OptimizePress

Build a Sales Funnel in WordPress Using Elementor

Below, you will find a video made by the team of Elementor showing you how to create a perfect sales funnel with WordPress and Elementor. It is a straightforward step by step tutorial teaching you the creation of a complete marketing funnel with all the basic units:  

  • Elementor and Hello Theme installation
  • Template selection
  • Create and test two different landing pages
  • Funnel optimization and Google Analytics integration
  • Google tag manager, GTM account, Google tag assistant
  • Subscription form and ActiveCampaign integration
  • Thank you page
Build the Perfect Sales Funnel in WordPress Using Elementor

How to build a 5-step optimized sales funnel using WooFunnels

WooFunnels is an easy-to-use funnel builder for WordPress. It is highly effective and offers competitive prices starting at $199 per year.

Elementor and Divi are the two recommended page builders for WooFunnels, but you can use any other one if you like. You will have to choose among multiple templates while you create your funnel following these five steps:

WordPress Sales Funnel Plugin: Let’s Built a 5-Step Optimized Sales Funnel
  • Preparing an opt-in page 
  • Creating an opt-in confirmation
  • Adding a two-step checkout page: add main product and order bump
  • Creating one-click upsell offers
  • Building branded thank you page

Flexibility and prices are two main advantages of WooFunnels compared to most Saas-based sales funnel software like ClickFunnels. But you will need to learn how to use WordPress. 

Building funnels with WordPress, WooCommerce, and CartFlows

Cartflows is one of the best funnel builders for WordPress. You can use it to create your sales funnels quickly with these recommended tools and plugins: 

  • Web hosting: SiteGround, LiquiWeb, WP Engine, and Kinsta 
  •  WordPress + WooCommerce
  • Theme: Astra
  • Best page builder for CartFlows: Gutenberg, Elementor, Divi Page Builder, BeaverBuilder
  • CRM or inbound marketing software: Getresponse or ActiveCampaign
  •  Extra tools and features for affiliate marketing, subscription websites, etc. 

CartFlows starts at $299 per year and offers a 30-day money-back guaranty. 



How To Build Sales Funnels With Gutenberg & CartFlows Funnel Builder For WordPress

How to Build a Conversion Focused Website using Thrive Theme Builder

Thrive Themes (or Thrive Suite) is a set of themes and plugins for WordPress to create conversion-focused websites and sales funnels. The video below is a complete tutorial (mini-course) teaching you how to create a conversion funnel using Thrive Theme in 16 simple steps:

  • Set up the basics settings and plugins for WordPress
  • Create your site structure
  • Install the theme and the main plugins
  • Thrive theme builder setup wizard 
  • Branding and theme customization
  • Speed optimization
  • Set up WordPress menu
  • Email marketing tools integration
  • Configure tracking and analytics
  • Smart site global fields specifications
  • Pages and post set up 
  • List templates
  • Homepage
  • Landing page
  • Conversion focused sales page
How to Build a Conversion Focused Website From Scratch In 55 Minutes | Thrive Theme Builder Tutorial

OptimizePress marketing tools

OptimizePress is a tools suite for WordPress that allows you to create sales funnels, landing pages, membership sites, and more. It can be used alone but also integrated with other powerful marketing tools like Samcart or ActiveCampaign. 

How to use ActiveCampaign & OptimizePress To Automate Your Marketing

All-in-one sales funnel software and inbound marketing software

A complete sales funnel builder encompasses many tools and software that help to create content, upload products, convert leads, sell, and facilitate customer support. Here is a list of tools you can use alone or combine together to build a high converting sales funnel:

  • Aweber
  • Convertri
  • GetResponse
  • GrooveFunnels
  • Hubspot
  • Infusionsoft (Keap CRM)
  • Kajabi (best for digital products)
  • Kartra
  • Kyvio
  • LeadPages
  • Salesforce
  • Samcart
  • Simvoly
  • ThriveCart
  • Wishpond

It is also possible to use landing page builders like Instapage, Landingi, or Unbounce in combination with Hubspot, ActiveCampaign, and even FreshChat to create a complete sales funnel.


Kartra is one of the most effective all-in-one marketing platforms with all the features to run an online business. The main difference between Kartra and Clickfunnels is that ClickFunnels focuses on building sales funnels and online education for marketers, whereas Kartra is designed to run an entire business. Here are the main features available in Kartra:

  • Affiliate management tools
  • Chat (live) and support ticketing
  • Calendar 
  • Comprehensive API and Integrations for advanced users
  • Drag-and-drop page builder and mobile-friendly
  • Email and SMS delivery (live, broadcast, or automated email sequence)
  • Hundreds of templates
  • Lead capture forms (customizable)
  • List and custom tags to organize leads
  • Marketplace to share resources
  • Membership portal builder
  • Multi-page funnel creation
  • Quizzes and surveys
  • Secure checkout to sell your products
  • Video hosting and playback
Learn more about Kartra all-In-One marketing platform

Contrary to other competitors, Kartra encompasses all the tools and software required to run an online business. The built-in email autoresponder and the video hosting features help you save money and create a full marketing sales funnel.

Samcart one page funnel builder

Samcart is an eCommerce software created for online sellers and aimed to maximize profit. It favors one-page stores while providing all the essential sales funnel features, such as a secure shopping cart, one-click upsells, checkout optimization, or order bump. 

Funnels vs Single Page: Learn more on Samcart one page funnel

Groovefunnels vs Clickfunnels    

What is GrooveFunnelsWhat is ClickFunnels
GooveFunnels is totally a new entrance in the market with super-amazing features and undeniable offers for the early birds. It’s more than a simple sales funnel created by Mike Filsaime- a friend of Russel Brunson.ClickFunnels is one of the most widely used marketing funnels equipped with stunning features. It is the brainchild of a few of the top marketers of this era having Russel Brunson on top of the chart.

Ready-made templates comparison

GrooveFunnels templatesClickFunnels templates
GrooveFunnels offers both websites as well as landing page templates. Though in the initial stages, GrooveFunnels still offers 10+ complete websites and 180+ complete landing page templates.  Although ClickFunnels offers ten different categories of templates, they focus on helping you build personalized templates. You can save your pages as personal templates to use in the future and have the same design for your brand. You also have access to tutorials in the help center area that teach how to create sales funnels and various types of templates. 

In terms of templates and their workability, GrooveFunnels has more ready-to-use materials, whereas ClickFunnels focuses on helping you create personalized funnels templates.

Drag-n-Drop Landing Page and Website Editor

GrooveFunnels landing pagesClickFunnels landing pages
The building consists of seven sections, namely, pops-up, stats, pages, elements, blocks, funnels, and integrations. Simply drag these features and drop them into your work area. GrooveFunnels’ drag and drop editor is simple, unique, but effective, and easy to learn.
Another big plus that GrooveFunnels is that it offers custom domain usage instead of forcing the brand name with them, as most of the other builders do.
It comes with 18 different out-of-the-box elements. It also offers a well-designed drag and drops editor, but navigation is not much user-friendly.

In this category, both have their own ups and downs, as GrooveFunnels offers somehow fewer features while ClickFunnels may require much time to learn how to use the platform.

ClickFunnels: Start The 14-Day Free Trial

GrooveFunnels and Clickfunnels Affiliate Program

GrooveFunnels affiliate programClickFunnels affiliate program
It offers a win-win situation for all as it offers commission on recurring monthly payments. It is a very high-converting product with a potential of 40% recurring. Above all, if a person signs up for free and then, later on, upgrade even by GrooveFunnels’ own promotion, you will still get the commission.
Isn’t it amazing! It also comes with an easy-to-work dashboard where you can switch between affiliate and vendor in just one click.
ClickFunnels is a big market name, offers something out of the box to its affiliate partners. If you came out as a top affiliate partner, ClickFunnels would offer you your dream cars!

In the battle of GrooveFunnels vs ClickFunnels, both are amazing and comes with amazing offers that none of their competitors can even match except a very few.

GrooveFunnels and ClickFunnels email Marketing automation

GrooveFunnels email automationClickFunnels email automation
Out-of-the-box GrooveFunnels comes with a build-in email marketing and automation feature. Its interface is powerful enough to handle all autoresponder needs.  GrooveFunnels presents a super-easy way to develop lists, send emails and even follow them up.ClickFunnels collaborates with Mailchimp other tons of email marketing tools to fulfill user needs.

GrooveFunnels has an integrated email marketing tool, whereas ClickFunnels partners with email marketing services to deliver your emails. It all depends on whether you plan to use a specific autoresponder or prefer an all-in-one funnel builder software.

Try GrooveFunnels For Free

Membership Area, Sales, and Check-outs

GrooveFunnels ClickFunnels
GrooveFunnels has integrated a system with Strife and PayPal to ensure a one-click smooth check-out experience without any chance of freeze or other functionality error.
Its membership area is super-functional and offers 100 members in the free plan of GrooveFunnels. If you upgrade to its lifetime membership, then you can get unlimited freedom.
Its sales and check-out area is more or less the same as GrooveFunnels ensuring high conversion rates.
The membership area of ClickFunnels lags a lot of features as well as the easy-to-work capability of these marketing funnel automation software.

For sales and check-outs, both GrooveFunnels and ClickFunnels are winners. However, GrooveFunnels has a very active membership area.

GrooveFunnels and ClickFunnels pricing

GrooveFunnels pricing

It comes with two plans:

Free: containing GrooveAffiliate, GrooveSell, GroovePages, and the affiliate program in the 20% bracket.        

Lifetime Deal $1397: All Groove products unlimited for lifetime giving 40% at an affiliate program.

Monthly Recurring Plans offered by Groovefunnel

  • Silver- $99/mon: Free + GrooveMail, GrooveMember, GroovePages PRO, and GrooveVideo.
  • Gold- $199/mon:  Silver + GrooveDesk, GrooveCalendar, GrooveBlog, GrooveSurvey, and GrooveQuiz.
  • Platinum- $299/mon: Silver + e-commerce and GrooveWebinars Live.

ClickFunnels pricing

It offers three monthly plans or simply three tiers varying in functionalities:

  • ClickFunnels- $97/mon
  • ClickFunnels Platinum- $297/mon
  • TwoCommaClubX- $2,497/mon

Getresponse vs Active campaign

It’s never been easy to compare these two marketing giants. Though both offer multiple functionalities, email marketing is the most prominent trait that makes them stand out. That’s being said, what is the best funnel builder, and which is the best marketing automation funnel?

Getresponse ActiveCampaign
It is a full suite, efficient, and advanced marketing tool to establish communication with your customers. It also offers a CRM system- but limited-, landing pages and even payments from landing pages can be received without any hassle.ActiveCampaign is one of the sophisticated email marketing software but lacks a landing page feature. It only allows users to communicate by SMS or site messages as compared to the email response functionality in Getresponse. Its CRM system gives it a plus over Getresponse.

Getresponse and ActiveCampaign ease of Use and Editor

ActiveCampaign usability Getresponse usability
Active Campaign also offers a worth-mentioning customer experience, but less payment integration compromises sales conversion. Active Campaign doesn’t offer ads, webinars, and even conversation funnels.Getresponse offers a smooth customer experience and ensures amazing result-oriented marketing automation. The dashboard is the epicenter of all the features in the mighty software. It offers a unique editing feature of the landing page, which is missing in the case of ActiveCampaign. Payments are directly withdrawable from the landing pages.

Getresponse vs ActiveCampaign both offer more or less the same features but Getresponse does have more sophisticated payment procedures. 

Get Your 30-Day Free Trial

Getresponse and ActiveCampaign Email marketing Automation and Features

Getresponse email automationActiveCampaign email automation
Getresponse offers automated blog digests, timed emails, segment-specific sends, split testing, lead scoring, autoresponder, and many more like these systems. The CRM system of Getresponse is pretty compromised. It also offers funnel building because of the super-amazing pre-integrated feature of ‘auto funnel.It lacks an automated blog digest feature, while all other features are the same as Getresponse. In terms of CRM, Active Campaign offers a much better experience than Getresponse. Active Campaign allows you to connect your users and subscribers via website messaging and SMSs. 

The main takeaway is that ActiveCampaign is a better choice if you want an effective CRM providing the best email delivery rates. However, you can choose Getresponse if you need an all-in-one inbound marketing software combining email automation, funnels, and landing pages builder.

ActiveCampain: Start Your Free Trial

Getresponse and ActiveCampaign spam testing and email deliverability

Getresponse SpamScore check toolActiveCampaign Spam Checker
Getresponse offers a fast and quality delivery. Delivery rates are also ambassadors of what type of pages and business platform you should prefer for marketing. GetResponse has an email checker tool that gives you a spam score to determine email deliverability.Active Campaign takes care of your time and purpose of sending emails, so it comes with a built-in spam checker feature named Spam check. It analyzes every email to ensure it ends up in your subscribers’ inboxes.

In this segment of Getresponse vs Active Campaign, Active Campaign has the edge because they can assure a better email delivery rate. They both provide useful tips on how to make sure your emails do not end up in the spam folder.

You can also combine them with the anti-spam platform Apache SpamAssassin for a better result.

Various tests were conducted by multiple users keeping all other specifications exactly the same; these tests conclude that Active Campaign offers a 90+ delivery rate while Getresponse moves around the 80s.

Getresponse and ActiveCampaign pricing

Getresponse pricing

Considering 1000 contacts, Getresponse offers:

  • Lite Plan- $15/mon
  • Plus Plan- $49/mon
  • Professional Plan- $99/mon
  • Max Plan- Custom offer (depending upon what you want to have in your bucket)

ActiveCampaign pricing

Considering 1000 contacts, Active Campaign offers:

  • Lite Plan- $29/mon
  • Plus Plan- $70/mon
  • Professional Plan- $159/mon
  • Enterprise Plan- $279/mon

Additionally, it also offers a 14-day trial.

Honeybook vs Dubsado

What is HoneybookWhat is Dubsado
Honeybook vs Dubsado is actually a CRM or Client Relation Management system’s competition. Honeybook is an ideal choice for invoicing, contracts, proposals, and excellent ability to automate. Their ultimate goal is to provide an all-in-one CRM.Dubsado’s CRM offers out-of-the-box automation, which is ideal for freelancers and service builders. It schedules appointments and organizes project data effectively.

Honeybook and Dubsado invoicing

Honeybook invoiceDubsado invoice
Honeybook runs super-smooth, and especially their layout of super-impressive. You can even add photos and create your own custom-build packages. Even editing, removing, and adding things is simple and intuitive. Above all, quantity and price are directly editable, which is extremely useful if you are dealing with items in bulk.Although it also offers a smooth experience and layout is interactive, but there are only pre-designed packages. Dubsado, there’s a drop-down menu where you have to choose edits to make any changes.  

Honeybook has a slight advantage over Dubsado when it comes to invoicing although Dubsado’s quality is not criticizable. Dubsado lets you make invoice templates based on your packages, and Honeybook allows you to create custom-made invoices.

HoneyBook –> Start Your Free Trial

Honeybook and Dubsado Workflows

Honeybook Workflows Dubsado Workflows
Honeybook offers a ‘Hold Actions Until’ option, which is extremely useful to pause the workflow for a while so that no end-users should get incomplete emails. Other than this, Honeybook also comes with plenty of functionalities that other industry software lacks.Dubsado is the king of unique and useful features. You can add tags, primary services, active portal, create invoices, and tens of other functionalities that Honeybook lacks marginally.

Multi-purpose functionality and unique features make Dubsado a perfect choice in this particular category.

Dubsado –> Start Your Free Trial

Honeybook and Dubsado client Portal

Honeybook client PortalDubsado client Portal
Most people claim that Honeybook lacks a portal, but that’s not completely true. Honeybook has a portal, but they don’t allow any customization like its competitors do. It is extremely useful in keeping track of all files and deliverables.Dubsado presents a fast and highly customizable portal. You can add custom domains and even integrate and embed portal logins into websites. It’s customizable enough that you can match it with any desired brand or customer requirement while working as a freelancer or a service provider.

Honeybook and Dubsado are both offering multiple out-of-the-box customization and integration to manage your business and improve customer relationship management.

Honeybook Mobile Application

Honeybook offers a super-interactive, extremely useful mobile application. As we all know that today’s era is shifting to handy gadgets so does the marketing automation software. Honeybook is one of them. In contrast, Dubsado lacks such a facility till now.

Honeybook and Dubsado Payment Process

Honeybook Payment ProcessDubsado Payment Process
Honeybook has its own payment system, which is beneficial as well as having its downsides. If you don’t have any developed payment system, then this internal system of Honeybook is an excellent choice for you because, in this case, you don’t need to follow multiple platforms in case of errors.It has an integrated payment system integrated with PayPal, Stripe, and even Square. It has no internal payment system.

It depends upon the user that whatever he likes, a payment sIt depends upon the users, and sometimes your location may impact your choice. Some people outside the US and The EU do not have access to typical payment processors, and Dubsado is a good choice. Otherwise, Honeybook and Dubsado are perfectly fine.

Honeybook and Dubsado pricing

Honeybook pricingDubsado pricing
$40 per month or $400 per year.$35 per month or $350 per year.

Infusionsoft vs Salesforce

What is Infusionsoft? What is Salesforce?
Keap (formerly Infusionsoft) is primarily a marketing automation tool. It is equipped with enterprise-grade marketing capabilities. This automation software allows extensive customization as well as strong integration.A few years back, these two were completely different software. Salesforce was a CRM-based software, while Infusionsoft is an automation tool. After collaboration with Pardo Marketing Cloud, now Salesforce also offers robust, premium quality automation.

Email Limitation for Infusionsoft vs Salesforce

Email Limitation for Infusionsoft Email Limitation for Salesforce
Keap Infusionsoft doesn’t limit the daily email sending limit. You can send as many as you want without upgrading your program. Though it has no limitation it doesn’t have any built-in email system, which can cause issues sometimes. At the basic plan, you can only send 1000 emails per day. If you want to send more, you have to upgrade to the higher tier of the plan with some additional dollars. It has a built-in email marketing system to boost your growth.

In this clear battle of Infusionsoft vs Salesforce, Keap Infusionsoft has no limitation even on the basic plan. But for a few extra dollars, Salesforce can provide you a comfortable experience of the built-in email system.

Keap CRM (Formely Infusionsoft) –> Get Your 14-Day Free Trial

Infusionsoft and Salesforce Paid Add-ons

Infusionsoft Paid Add-ons Salesforce Paid Add-ons
Though every software offers some paid add-ons because fee features are only required for particular clients, Keap Infusionsoft packages are so designed that most users don’t need any paid add-ons.If you have a small business, then even Salesforce’s user doesn’t look for add-ons, but once business goes out of some boundaries, then a lot of add-ons become undeniably important.

Needs increase the demand, and demand requires supplies; that’s the case in marketing funnel automation and their tools. If your customer base shoots to some higher values, then you definitely need add-ons, especially in the case of Salesforce.

Salesforce –> Start Your Free Trial

Infusionsoft and Salesforce deliverability

Infusionsoft deliverability Salesforce deliverability
Every best funnel builder ensures to have extremely fast delivery, especially when it comes to emails. Infusionsoft lacks a bit here because of its external emailing system.Salesforce ensures extremely fast deliveries because of its cloud-based system and special thanks to its built-in email marketing automation tool.

Salesforce ensures timely and safe delivery of all of your data within glimpses.

Infusionsoft and Salesforce CRM Quality

Infusionsoft CRM Quality Salesforce CRM Quality
Infusionsoft comes with a simple Customer Relation Management system that lacks support for social platforms. It also requires real-time stats and alerts to be in this faced-paced social world of marketing.The first and the foremost important aspect of Salesforce is CRM. It was mainly established to deal with CRM; later, it integrated with Pardo marketing to bring automation tools to the table. It provides SaaS products to companies which ensures a wide range of features.

Infusionsoft is an automation marketing tool, so its most appropriate use is marketing, while CRM is the stronghold of Salesforce.

Infusionsoft and Salesforce pricing

Infusionsoft pricing Salesforce pricing
Infusionsoft comes with 2500 contacts and 12500 emails under the relatively higher cost of $199/month. In addition, a $999 one-time fee is also needed to go with Infusionsoft. If you want to go higher in terms of contacts, then $359/ month offers 1000 contacts.It has different pricing for different features Email, Mobile, and Web Marketing offer costs $400/month. Business-to-business automation requires $1000 while social media and digital advertising packages are $1000 and $1250 per month, respectively.

What is the best sales funnel software? (Conclusion)

 The best sales funnel software is the one that caters to your needs and helps you maximize profits. For example:

  • Samcart is an excellent choice if you sell one product with upsell
  • WordPress+WooFunnels+ActiveCampain is extremely versatile and can be suitable for almost any business
  • ClickFunnels is convenient for online entrepreneurs, affiliate marketers, and small businesses
  • WordPress+WooCommerce+Getresponse is an excellent choice to keep expenses low

Building an automated marketing sales funnel helps to improve the marketing strategy of businesses. Thanks to sales funnel software and marketing automation tools we can now create more effective sales funnels. 


In my opinion, the best free alternatives to Clickfunnels is using WordPress and install free plugins to build your own sales Funnel.

  • You can create your landing pages (and sales pages) using the page builders Elementor and Gutenberg or plugins like SeedProd and LeadSanity. 
  • You can capture email on your opt-in page by using the WPForm free WordPress plugin.
  • There are ways to host free webinars, for example, using free webinars on google classroom. 
  • You can build free checkout pages on WordPress using WooCommerce or Ecwid free plan.
  • Although you may not be able to set up a complex automated email sequence, most professional email providers include basic email automation.

If you do not have money to invest in a funnel builder, you can still make a funnel for free using WordPress or another CMS, but it will require time and learn additional skills. Investing in a funnel builder may be the best choice for most people, which will help you save time and get access to done for your funnel. 

Digital Marketing Funnel

A digital marketing funnel details the necessary steps to convert a website visitor into a customer. The types of funnels may vary regarding the marketing strategy suitable for a given business.
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