Whether you call it the Age of the Customer or the Engagement Economy, one thing is clear, to succeed in business, your entire organization needs to be customer-centric. Customer-centricity places the customer at the center of your strategy in order to create and extract customer value.  This requires deep understanding of your customers, existing and prospective, and the market segments you want to, or currently, serve. One essential tool to support this mandate is your customer journey map.  While no journey is entirely visible to you nor is it linear, your ability to map the journey and then synch it to your internal processes and outputs, and not the other way around, is pivotal to everything Marketing does in the downstream.

A customer centric pipeline helps align Sales and Marketing

Engineer a Customer-Centric Pipeline to Align Marketing and Sales.

What makes us different? Since the start of VisionEdge Marketing, we’ve taken a data-driven approach to being customer-centric. When we work with our customers, the starting point is mapping the customer journey before developing and implementing the demand generation and opportunity management processes and content creation.

Our approach to mapping the customer journey focuses on what we call the “incremental behavioral commitments” and exit and entry points based on success criteria that indicate a customer is deepening the relationship. These signals are what enable you to define your customers’ investigation, identification, evaluation, selection, decision and purchase phases and the role your organization must serve in each.

These customer journey behaviors and your role serve as the vehicle for engineering your pipeline – from contact to consumption – and the foundation for your demand generation and opportunity management processes. Your internal processes are synchronized to your customers’ journey buying process, truly creating customer-centric opportunity management.

Mapping the Customer-Buying-Journey with Pipeline Engineering

Combine the Customer Journey Buying Process with Your Pipeline Improves Alignment

Ready to improve your Marketing and Sales alignment, facilitate collaboration and enablement, and better calibrate the scoring of opportunities? Take one of these two steps:

1. Complete Collaborative Consulting Engagements. To expedite results and/or for organizations that want to leverage all of VEM’s expertise, maximize knowledge and skill transfer, and benefit from a change management plan, we provide a robust, customized consulting engagement designed to address your unique needs. Together, we work hand-in-hand to build a best-in-class Marketing function for your organization that is fully aligned to business outcomes and ready to demonstrate and achieve excellence.

2. Inspire and Educate Your Team. Whether you choose a workshop or a 1 to 2 hour speaking engagement, VEM can bolster your Marketing team’s skills and capabilities by helping you create your own set of blueprints for action and performance. In either instance, tap Laura Patterson, considered the trusted authority on alignment, accountability, analytics and operational excellence by both organizational Marketing leaders and her peers. Engage VEM to show your team how to map the customer journey and reengineer your pipeline


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