Customer Journey Mapping in 3 Steps

AMA
AMA
Jul 10, 2018 · 4 min read
Image for post
Image for post
Photo by David Travis on Unsplash
  • Customer needs and outcomes at every stage of the process (in the customer’s language).
  • Inputs and outputs of stages.
  • Responsibilities of sales in each stage.
  • Sales metrics required at each stage.
  • The role of tools and technology for each stage.
  • Did we correctly express your expectations and activities during each stage of the journey?
  • Did we correctly describe how you want sales to respond in each stage?

1. Begin Journey Mapping in Sales

I always suggest building the customer journey map in stages and making adjustments based on new information or insights. Sales is the first group you need to work with, and this includes the business development reps (BDR), inside sales, outside sales, enterprise sales, account managers and sales ops.

2. Layer in Other Customer-facing Functions

Much like the sales team process, meet with these groups, show them the map and gather their input. Be careful to define the layers and separate above-the-line and below-the-line activities.

3. Talk with Your Customers

Once you have finalized all the input from all the customer-facing organizations, you need to prepare an above-the-line version that you can take out to customers. Create a strong question set and ensure that everyone that interviews a customer uses exactly the same question set. This interview should be done by marketing. Nothing gives you better insights into how to run marketing than constant dialog and interviews with your prospects and customers. This is a great learning activity.


Image for post
Image for post

AMA Marketing News

Marketing News features original news coverage, exclusive…

AMA

Written by

AMA

The American Marketing Association is the essential community for marketing professionals and academics looking to put answers in action. #oneama

AMA Marketing News

Marketing News features original news coverage, exclusive insights, trend analyses and more.

AMA

Written by

AMA

The American Marketing Association is the essential community for marketing professionals and academics looking to put answers in action. #oneama

AMA Marketing News

Marketing News features original news coverage, exclusive insights, trend analyses and more.

Welcome to a place where words matter. On Medium, smart voices and original ideas take center stage - with no ads in sight. Watch
Follow all the topics you care about, and we’ll deliver the best stories for you to your homepage and inbox. Explore
Get unlimited access to the best stories on Medium — and support writers while you’re at it. Just $5/month. Upgrade

Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store