There’s a common misconception of the customer journey. It’s often mistaken as the path to becoming a customer. Rather there should be emphasis on viewing it as a continuous cycle that extends beyond the initial sale. Join Doug and Jess as they discuss the significance of focusing on the entire customer lifecycle and the crucial role of revenue operations in mapping the customer journey.
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Show Notes:
Pre-Show Banter:
- Dakota makes an appearance on the show.
- Doug gives Jess a compliment for National Compliment Day and claims he’s “just about the friendliest something that you could ever meet.”
- This episode is not only the first one of the year, but is also being recorded on a Friday afternoon…and Doug doesn’t have an outline to go off of. Will this episode be cogent? We’ll find out.
- Doug has an aha moment that the difference between whole and hole is a W.
- Jess gives her thoughts on Wicked’s nominations for the Oscars.
Main Discussion Points:
- The customer journey vs. The prospect journey: The conventional view of the customer journey often stops at the point of sale. True customer journeys encompass the entire lifecycle, including post-purchase engagement and growth.
- The obsession with high intent: While high-intent leads are valuable, an over-reliance on them can lead to shortsightedness and neglect of long-term customer development.
- The role of revenue operations: RevOps teams are uniquely positioned to map the entire customer journey, identify key touch-points, and optimize for both efficiency and resilience.
- Problem blindness: Many customers are unaware of their underlying problems, focusing only on surface-level symptoms. Marketing efforts should focus on educating customers about their problems and demonstrating how solutions can address them.
- The risk of change: Customers are often hesitant to adopt new solutions due to the perceived risk of change. Building trust and credibility over time is crucial for overcoming this hesitation.
- Two essential motions: There are two distinct motions in revenue generation: a development motion, focused on educating the market and building relationships, and a sales motion, focused on closing deals. Both must be present, but companies should prioritize development to prepare their sales efforts for success.
Jess’s Takeaways:
- It’s the customer journey, not the prospect journey.
- Be relevant to your prospect base and customer base - sell the problem.
- Really understand your full customer journey. It’s important so you know what to measure and how to measure it the right way.
Next Steps: