driving customer intent_sellers compass


How your past interactions

went

Their opinions on what

you’re selling

How well you fit their

evolving needs

Customer Interaction

Customers constantly re-frame how they interact with you based on:



4 Steps to Leadership and Revenue

Learn Map buyers’ journey and conduct gap analysis to define where and how experience impacts growth

Fix Implement needle-movers

to drive higher conversions, close rates,

service scores and reduce churn

Align people, strategy, process and technology to buyers

and help employees consistently deliver on

expectations

Innovate a differentiated customer experience and operationalize it through business model and strategy changes



Growth accelerates when Sales, Marketing, and Customer Success listen, understand and their actions align to the buyers’ perspective.

Start With Journey Mapping



What Are Journey Maps?

From the “lens” of the buyer not the seller’s perspective

Includes all digital, physical and social actions

Defined at the geography, revenue tier and/or vertical level (4-5 max/co.)

Detailed documentation of steps, decisions, content sought, expectations and emotions

For the full lifecycle of the relationship, not just Purchase

Begin with Data Breadcrumbs & finalize through qualitative interviews

VOC, NPS, Customer Sat surveys, win/loss, call analytics, and VOE alone do not produce actionable journey maps


Perspective

Actions

Lifecycle

Interviews

Definition


Buyers’ Journey Map


4 Steps to Journey Learning

• Identify sample size (industry, size, region) • Analyze trends from web analytics and front

office systems Data Breadcrumbs

• 30-45 Min. interview with 2 contacts/co. • Transcribe and anonymized interviews • Complete 10-15 interviews

• Plot longitudinal patterns of behavior and outliers • For each journey step define 5 “W”s • Define interaction, trust, and credibility drivers

• List Tollgates by Step for each Persona • Define buyers’ process for passing Tollgates • Define expectation of sellers’ contribution

• Measure alignment of – content, campaigns, sales methodology and nurture/retargeting programs

• Identify ‘needle move’ action plan for fast results


Interview Customers

Journey Maps

Tollgating & Content

Gap Analysis


What Gap Analysis Tells You

prospects through their journey, faster

How to align campaigns so performance

and lead velocity

improves

and how to anchor them to tollgates

How to improve lead scoring accuracy

You, Customers, Partners, 3rd Parties and Others

What Content to offer When and Where

How to pull

Which CTAs are the most effective

by targeting and measuring behavior



Developing Content that Converts

what content buyers seek, through which channels, and how they plan to use it

the “trusted source” for each asset as well as the tone, language, length, content type

a content gap analysis that evaluates journey content with current inventory

from product promotion to story telling that challenges, touch hearts, and inspires

and co-curate content in relevant time; different marketing skills are required

a content publisher managing an editorial calendar across channels aligned to journeys



Campaigns that Motivate


Capture cross-channel target account behavior in a unified profile and micro-segment the database

Identify each tollgate buyers must address

before they can proceed to the

next step

Match content and interaction

preferences to journey steps and

tollgates

Align multi-channel demand and nurture campaign elements to the journey map

Hyper-personalized interactions based on

behavior, journey step, next toll

gate and preferences

Refine lead scoring algorithms to

measure journey stage changes


What’s the ROI?

Increase in Marketing ROI

Increase in Campaign Results

Increase in Sales Pipeline

Increase in Revenue

Freed up Content Budget



Who We Are


We help companies turn customer engagement into their biggest sales and

brand differentiator.


30 Uses of Journey Maps


Content Strategy

Lead to Close Processes

Lead and Accounting Scoring Nurture Campaign

Design Target Account Strategy

Campaign Waterfalls

Social Media and Digital Marketing Event Strategy

Social Selling Plan

Field Marketing Plan

Positioning and Messaging

Influencer and Media Plan

Refined Corporate Values

Go-To-Market Strategy

Sales Qualification and Methodology

Sales Playbook

Product, Strategy and Plan

Sales/Employee On-Boarding

Target Account Sales Strategy

Channel Alliance & Partner Model

Technology EcoSystem

Employee Enablement

Strategic Business Planning

Re-Engineer Touchpoints & Processes

User Group Agendas

CX Mock Up Experience Labs

Compensation and Employee Reward Structures

Organization Alignment

KPIs & Performance Metrics

VOC & VOE Surveys

driving customer intent_sellers compass

Documents

nbs consulting group

journey mapping chriscrandell

map buyers journey

strategy changes chriscrandell

journey step

journey learning

buyers perspective

buyers process