I not too long ago had the chance to jot down a analysis report with Vicki Brown to sort out questions that we frequently get from purchasers: What’s the distinction between a purchaser’s journey map and a income waterfall, and do they work collectively?
The Purchaser’s Journey Map
Purchaser’s journey maps are developed to signify the customer’s view of the buying course of. They assist us perceive what data consumers search, once they want it, and the place they go to search out it. With that data, B2B entrepreneurs can construct higher go-to-market methods and engagement plans.
The B2B Income Waterfall™
Quite the opposite, the B2B Income Waterfall focuses on inside processes, monitoring focused alternatives as they transfer by means of the waterfall levels. The purpose is for a corporation to measure the move of demand, inform demand program planning to extend the amount of alternatives, and enhance the rate of current alternatives.
Attempting to conflate the 2 is harmful and hinders the aim of every framework. It additionally harms each consumers and sellers, as a result of the waterfall stage for the group might not at all times equal the place each purchaser is of their journey.
Do They Work Collectively?
The reply: typically. Insights from each Forrester’s B2B Purchaser’s Journey Map Framework and the B2B Income Waterfall can inform the best way to enhance the opposite, however they’re finally designed to do two various things.
How does your group plan (exterior view) and handle (inside view) demand era applications in a method that serves each the customer’s wants and the group’s have to measure progress and handle sources?
Forrester purchasers: Let’s chat extra by way of a Forrester steerage session. Forrester purchasers can also entry our report right here.
