01 Executive Summary02 Situation Analysis

03 Planning

04 Administration05 Measurement

06 Budget

01 Overview Strategic Service Design02 Why Customer Journey Mapping?

03 Business Drivers

04 Step1. Target Market

05 Step 2. Buyer Personas

06 Step 3. Map the Journey

Strategic Services Design

Designing for Growth

© 2015 MacInnis Marketing Strategic Service Design.

07 Step 4. Gather the Data

08 Step 5. Map sales and buyer journey

09 Step 6. Buyer Process refined

10 Step 7. Touch point by stage

11 Buying Stages revisited

Humanising Services

Strategic Service Design

Identify the current Journey

Discover

Collect InsightIdentify Patterns

and Evaluate

Build profileAnticipate

Vision

Set goals and Align the

Experience

Technology

ProcessPeople

Customer Journey Mapping

There are many types of maps. Each have the key purposes:

Journey Maps

Process Identifying process flows, gaps and overlaps

Lifecycle Customer experience over their lifetime.

Web Optimization for the customer/ prospect journey.

Content How your audience will receive content from what sources over time

Resource What you need to do and when

Marketing Insights

What Can You Learn From Journey Mapping

Visualization – of touch points affecting

our prospects and customers

Pain Points– shows where you can

improve pain point or customer satisfaction

Prioritization- indicates order of urgency

Integrated Marketing –creates

integration points for marketing

Customer Centricity– allows the whole

organization to have one view of the

customer journey

Business Drivers

Potential Outputs

Implications for Buyers

Communication Strategy

Develop integrated communication strategy through all the touch pointsPersonalisation

Operational Strategy Identify the infrastructure needed to support customer centric environment

Process re-engineering Refine the processBest practice sharingGaps and opportunities

Data Management Develop a Data Strategy (competitive, communication, loyalty and satisfaction)

Step 1. Target Markets

What are the groups we are trying to target and what are their needs and wants

Step 2. Buyer Personas

Criteria Persona #1 – Executive Buyer

Job Title CIO or VP of I/T

Education MBA or PhD in Business, Advanced Technical Degree

Top Priority Aligning I/T strategy to business strategy

Need To find solutions that save the company money and minimize risk

Media Trade rags, Gartner, Forrester, TechTarget

Likes/Dislikes Do not like sales calls, likes high quality content aimed at buyers

Income $150,000/year+ salary

Objections Your solution will not ‘fit’ in our environment

BACKGROUND:• Newly Married• Family Income $120- $150K

DEMOGRAPHICS:• Age Range 30-45• Interests: Technology, photography,

Design

IDENTIFIERS:• Buzz words: sustainable affordable

design, innovative construction,

First Home Buyer

GOALS:• Primary goal: Stop paying rent• Secondary goal: Have a new home

CHALLENGES:• Affordability• Finance options• Location suitable

HOW WE HELP:

“We are sick of paying rent. We just want our own home. The start of our new life together.”

First Home Buyer

MARKETING MESSAGING:

ELEVATOR PITCH:

First Home Buyers

Step 3. Map the Customer Journey

• Map the experience • Plot the customer interactions on a map

What is the Customer Journey?

+

-

Research Try Buy Evaluate

Actions

Emotions

Questions or Needs

Touchpoints

journey

Step 4. Data Gathering

Gather data from customers on their experience going through each of the stages of the customer journey to feedback back into the map

Stages Implications for Buyers

Pre-construction What was the experience like before you built?• Research• Communication• Information• Experience• Gaps

Construction What was the construction phase likeWhat could we improve your experienceWhat did you like

Post Construction What was the post construction phase likeImprovements

Lifecycle

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Plot the new journey

How can the buying process &

sales process align:

Changes could be:

• Data entry and capture

• Assets used at each stage

• Feedback mechanisms

• Communication process

Stage 5. Map buyer and sales process together

Stage 6. Buying Process Stage Map

This tool will provide Sales Reps with insight into the buying process and how your sales process and types of assets & content align with each stage.

Customer Stage Need Discovery Consideration Decision Review

Description Buyer aware they have problem

Search for solutions Assessment of alternatives

Purchase product that fits their needs and problems

Did the purchase accomplish its objective?

Key Questions to Ask Do I need this? What are my requirements?

What differentiates you from the competition?

Is solution easy-to-use? Implementation time?

How can I prove ROI? Is the solution providing value?

Duration 1 Day 30-90 Days 30-60 Days 15 Days On-going

Influencers Thought Leaders, Blogs Review sites, customers, competitors

Customer Service, I/T, Senior Executives

Senior Executives, I/T, References

Internal users, business unit leaders, senior executives

Sales Action Attention Educate Explain Reassure Maintain

Content Build need into key messaging, blog posts

Infographics, viral videos, analyst reports

eBooks, white papers, demo videos, case studies

Pricing sheets, ROI calculators, testimonials

Satisfaction survey, product roadmap, new features

Messages Key benefits like save time or money

Points of differentiation Solution is easy to use and implement

Solution has positive ROI, and is self-funding

We are here to help 24/7

Sales Cycle Stage

Prospect Qualification Demo Proposal Contract/Purchase

Stage 7. Content Model by customer Journey

Stage 7. Marketing Goals by customer JourneySTAGES UNAWARE AWARE ATTENTION

INFORMATION GATHERING

EXPERIENCE SIGN UP/SALE REFERRAL

Killarney Homes Sales

Stages

DiscoveryProspecting

ConsiderationQualified

OpportunityReview

DecisionWin/ Loss

Customer Thoughts

Don't know anything about you or your company

 

Yes we know about Cadwell 

They want more information and are

ready to explore working with you

We need a price

  

At this stage, they may be ready for a

"taste" or an "EXPERIENCE" prior

to purchase

The lead becomes a customer when they sign the agreement

and pay.

The customer is happy to refer you after experiencing great service and wants to tell your story and REFER

you to their network

Marketing StagesIdeal Target

MarketBuild a

ConnectionProspect Lead Qualified Lead

Customer then Client

Advocate

Content Strategy

Industry reports/ WhitepapersInfo graphics

Blog PostVideo Intro

VideoPR releases

How to Guides

WebinarProject Profiles

(web)RIO calculatorsPricing guides

Information Pricing

Testimonials, EOITender docsTender Panel

Survey O&MS

Surveycatch up E-News

PR releasesArticles

DistributionWebsite

Social MediaPRwire

WebsiteSocial Media

PRwire

WebsiteSocial Media

PRwireEmail Email

EmailSocial

EmailBlog

Social

Marketing / Sales Stages

MARKETING, attract, educate, interact, nurture, manage,

track = 70%

MARKETING, attract, educate, interact, nurture, manage,

track = 70%

MARKETING, attract, educate, interact, nurture, manage,

track = 70%

SALES, qualify, present proposals, answer objections,

close, manage

SALES, qualify, present proposals, answer objections,

close, manage

SALES, qualify, present proposals, answer objections,

close, manage

SALES, qualify, present proposals, answer objections,

close, manage

Stage 7. Content Model by customer Journey

Stage 7. Content Calendar

Stage 7. Marketing Goals by customer Journey

Customer Lifecycle Stage Smart Objectives Strategies to achieve KPIs

ReachIncrease brand awareness on web, social sites

Increase New Monthly visits to website by +25% in 12 months

Increase the resources we have on the site, content relevant to target market audiences

New Organic Visits to the site

ActIncrease audience interaction

Increase organic traffic and reduce paid

Make some content opt in. Increase social promotion by adding expert informationUse paid to distribute white papers

Increase Leads per content download

ConvertIncrease conversion rates from lead to sales off and online

Increase our lead to customer rateFrom 0 to 2%

Create Lower funnel assets that improve the performance of our nurture programs

Lead to customer conversion rate %

EngageIncrease long term customer loyalty and advocacy

Leverage technology to improve personalisation of returning leads

Form capture and personalisation of campaignsCustomer Surveys

Stage 8. Sales Opportunities:

This page of the Playbook should provide Sales Reps with a summary of the first play in your playbook. Add more plays as necessary.

Play #1 Rock the buying process

DescriptionIn this section include a brief summary of this play and why sales reps should expect success by running it. It might include information on existing customers who are happy with your solution, how you transformed their business, or your key differentiators against the competition.

Market Drivers• Rent

Buyer PersonasNew Home Owner Families

Key Challenges• Other key challenge or pain points

Our SolutionsEnter the products you have that address this particular sales situation

Enter any partner products that are part of the solution or professional services that might be required to get your product implemented successfully

Best Use CasesEnter details about the specific environments that your solution would work best in

Recent WinsAdd recent customers who have gone through the buying process and purchased the solution outlined in this play. These are great to inspire confidence and remind sales reps to consider them as reference clients or collect testimonials.

Sales StrategiesInclude tactics and strategies for getting into a sales cycle with new prospects.

Stage 9. Buying Stages – To be customised

How do We Help Prospects Purchase?

The buying process, how it aligns to our sales process and specific information, tools and

advice about how to succeed in each stage.

1 – Building the Need / Prospecting

2 – Discovery / Qualification

3 – Consideration

4 – Decision / Proposal

5 – Purchase / Contract

1. Building the Need / Prospecting Stage

Building the Need in the Prospecting Stage

Key MessagesIn this section include some of the key messages or ‘talk tracks’ that top performing reps have been successful using to generate appointments to talk.

Contact Approach• LinkedIn Connection Request• Ask for Intro on LinkedIn from a joint connection

• Send email to request meeting after prospect visits your website• 10 phone calls a week until you book appointment

Content Assets by

Buyer Persona

New Home Owner Retiree

Key Objectives• Book a 30 minute discovery call to discuss needs• Invite to upcoming webinar on ‘need-building’ topics

Success MetricsEnter the number of new prospects that sales reps need to add to the funnel each month to hit their quota, based on historical metrics from top reps.

What to Listen for:If there are key signals the buyers send to indicate an urgent need, enter those types of comments in here to help new reps listen out for hot prospects.

Sales ToolsInclude links to any sales tools you have that will help for this stage such as,

Updating CRMInclude instructions and information that needs to be updated in the CRM system following the completion of this stage such as demo date, key contacts, preliminary needs and requirements, etc.

2.Discovery / Qualification Stage

Helping the Buyer Discover Your Solution in the Qualification Stage

Key MessagesIn this section include some of the key messages or ‘talk tracks’ that top performing reps have been successful using to qualify opportunities.

Qualification

Criteria

• Has budget to purchase in next 6-18 months• Expressed explicit need for a solution that you can provide

• Has been active (online or phone calls) in past 60 days• Decision-making authority to make a purchase

Content Assets by

Buyer Persona

New Home Owner• Other content or assets that help to qualify need

Family

Key Objectives• Understand the decision-making process, key requirements, identify stakeholders, and determine timeframe for a decision

Success MetricsEnter the number of prospects that sales reps need to qualify each month to hit their quota, based on historical metrics from top reps.

How to QualifyEnter the key qualification questions here such as ‘who is involved in the decision-making process?’, ‘what is your timeframe for implementation?’, etc.

Sales Tools

Updating CRMInclude instructions and information that needs to be updated in the CRM system following the completion of this stage such as key influencers, decision timeframe, competitors, etc.

3. – Consideration

Getting the Buyer to Consider Your Solution with a Solid Demo

Key MessagesIn this section include some of the key messages or ‘talk tracks’ that top performing reps have been successful using in the demo stage.

Impact Questions• How will a solution like this impact your company technically?• If you don’t do anything, what is likely to occur?

• If we can save you 100 hours of time, how much is that worth to you?• Can you visualize your organization after a solution like this is in place?

Content Assets by

Buyer Persona

First Home Buyer Family

Key Objectives

Success MetricsEnter the number of prospects that sales reps need demo each month to hit their quota, based on historical metrics from top reps.

Demo TipsEnter any specific tips that have worked well on past demonstrations, such as call structure, presentation advice, specific questions or analogies used.

Sales Tools

Updating CRMInclude instructions and information that needs to be updated in the CRM system following the completion of this stage such as Opportunity Amount, Close Date, Key Objections, Products & Services in Solution, Implementation Timeframe, etc.

4. Purchase / Contract Stage

How to Win the Deal and Get the Contract Signed

Key MessagesIn this section include some of the key messages or ‘talk tracks’ that top performing reps have been successful using in the contract stage.

Things to Capture• Willingness to be a reference customer• Ask if they will do a video testimonial

• Commitment to participate on a panel at a webinar or conference• The reasons they chose your solution and any content gaps in the process

Content Assets by

Buyer Persona

First Home Ower• Contract

Family• Contract

Key Objectives• Send the purchase contract to be signed to close the deal• Determine timeframe for implementation and kick-off dates

Success MetricsEnter the number of prospects that sales reps need send contracts to each month to hit their quota, based on historical metrics from top reps.

ContractingEnter any specific tips that have worked well for past contracts and how to smoothly transition to the delivery team for implementation

Closing the DealProvide any instructions on how to ‘seal the deal’ such as requirements to go and visit the customer, how to prep them for implementation, etc.

Updating CRMInclude instructions and information that needs to be updated in the CRM system following the completion of this stage such as Updated Opportunity Amount, Updated Close Date, Implementation Kick-Off Date, etc.