Customer-centric marketing requires placing the customer at the center of your marketing strategy in order to create and extract customer value. It is the essence of enabling marketing to serve as a value creator. Leverage these two interactive labs to bolster your customer-centric efforts:
What are these?
These two interactive work sessions are designed to help you collaboratively illustrate how your customers experience.
- The purpose of the Pipeline Engineering Lab (PEL) is to help you engineer a systematic pipeline model based on your target market’s buying process. This model can function as the single most important performance dashboard and facilitate alignment between marketing and sales.
- The purpose of the Customer Journey Marketing Lab (CJL) is to help you start the process of illustrating what motivates the persona to take the journey, the path they take for the specific journey, what they feel and think along the way, the channels they use, the touchpoints they prefer, and the content they consume.
Why is it necessary?
These labs are ideal for companies who want to address long sales cycles, lack of qualified opportunities, low product adoption, win or referral rates, and low satisfaction ratings. These situations are often a result of not understanding your customer’s buying process or experience, the lack of a systematic approach to the customer journey or process, inconsistent and vague definitions for the various stages in the journey.
Who from my organization participates?
We have found that the lab serves as a terrific vehicle for aligning company strategies and tactics as well as aligning marketing, sales, service and product teams. The most productive labs are those that include senior management responsible for strategy and revenue goals and members of the sales and marketing organizations responsible for achieving the product/service revenue targets.
Labs flow more smoothly with 4-10 participants.
What is the process?
All VisionEdge Marketing labs are based on the proprietary Accomplish™ methodology perfected by VisionEdge Marketing over many years in scores of consulting engagements. Participants tell us the labs are challenging, enlightening, fun, and rewarding. But the labs are also hard work. Participants should come the lab expecting to be fully engaged in the process. The process involves discovery, prioritization, analysis, decision-making, and creativity. Through fast-paced discussions, exercises and role-playing the critical elements for a model and action plan are assembled.
Using the Customer Buying Journey to Map the Opportunity Pipeline
What preparation by my organization is required?
Prior to the lab, a pre-meeting will be held with the your company’s internal champion to discuss the lab’s outcomes and any key issues related to your company to ensure the lab meets your company’s specific needs. At this time we will want to clarify what persona, segment, and/or service/product will be used for the lab.
What are the deliverables?
Within 3-5 business days, you will receive a Word document containing notes from the lab.
What are the outcomes?
As a result of the lab, you will have a model that captures the key stages of the journey, defined incremental behavioral commitments, touchpoint, channel and content for each stage, and initial set of metrics and a preliminary action plan.
Why VisionEdge Marketing?
VEM provides a very data-driven, experienced, and strategic viewpoint. The facilitator and assistant bring over 50 years of combined B2B marketing experience into the room with your team. This deep experience building brands and fighting for market share has honed their insights and instincts to a sharp edge.
The Lab methodology has proven time and again to achieve the customers’ goals. Labs are a highly efficient and effective use of marketing resources.
What other companies have used the lab?
Many companies ranging from early-stage companies to billion-dollar corporations have achieved higher levels of pipeline efficiency, customer satisfaction, collaboration, and manageability as a result of the guidance and tools employed in these labs. References can be provided upon request.
Who facilitates the lab?
The president of VisionEdge Marketing, Laura Patterson, and a senior member of the VEM team.
How long does a lab last?
Labs range from ½ day to 2-days.
How much do these labs cost?
Compensation amount depends on the number of “maps” to be developed. Facilities and materials are additional. The labs are priced to be affordable by companies of all sizes.
Learn more about the labs:
Where is the location of the lab?
VEM recommends labs be conducted in a neutral location away from your office. The facility arrangements are your responsibility.
Can these labs be tailored to the needs of my organization?
Absolutely. VEM invests time prior to your lab to become familiar with the subject company and tailor the lab exercises.
Are there any optional services to augment the lab?
Yes. It is highly recommended that you meld your inside-out view with what your customer’s actually do. Therefore the models constructed in these labs are often validated using services from our SmartStart Services Suite™.