The Buyer's Journey

Together Sales and Marketing must find ways to move their buyers through their whole buying journey, end-to-end. This means choosing tactics for every stage. Forget about what you want to do to your buyers, and think instead about what decisions they face, and how you can help them make each small step.

1. Untroubled and unaware
2. Acknowledge pain
3. Define need
4. Receive offers
5. Rationalize options
6. Select first choice
7. Engage

If you hold Marketing accountable for brand awareness, you get a market that knows who you are (but doesn't necessarily buy). If you hold Marketing accountable for leads (only), you'll get leads (but not necessarily customers). If you hold Marketing accountable for setting meetings, you'll get leads that convert into "shoppers" (but, again, not necessarily decision-makers). However, if you hold Marketing accountable for creating buying decisions, you'll get leads that convert to sales.

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