This document summarizes a presentation about creating an effective sales enablement program using the customer journey framework. It discusses how personal sales interactions are still critical despite modern marketing approaches. The customer journey model is presented as a way to define what information different decision makers need at each stage of their journey to make a purchase. Defining customer personas, their requirements and when they need specific content can help salespeople close more deals by providing the right information to the right people at the right time.
How to Conduct a Service Gap Analysis for Your Business
B2B Sales Enablement Using Customer Journey
1. Crea%ng
Insanely
Great
Customers
Series
Insanely
Great
B2B
Sales
Enablement
Using
the
Customer
Journey
Framework
Expand
Explore
Op%ons
Evaluate
Solu%ons
Internal
Buy
In
Business
Case
Refer
Mike
Connor
|
Principal
|
Spice
Catalyst
mike@spicecatalyst.com
Status
Quo
www.spicecatalyst.com
Trigger
Point
Purchase
Deploy
Solu%on
Validate
Value
2. Crea%ng
Insanely
Great
Customers
Series
Presenta>on
Summary
Create
an
Insanely
Great
Sales
Enablement
Program
Using
the
Customer
Journey
to
facilitate
planning
What
is
covered?
• Why
suppor>ng
personal
sales
interac>ons
is
cri>cal
• Challenges
to
effec>ve
sales
enablement
• Using
customer
journey
to
overcome
challenges
• Starter
set
of
stage
by
stage
recommenda>ons
Download
the
planning
workbook
&
this
presenta%on
at
(hKp://spicecatalyst.com/sales-‐enablement-‐of-‐the-‐customer-‐journey/)
Addi>onal
resources
3. Crea%ng
Insanely
Great
Customers
Series
“Crea%ng
Insanely
Great
Customers”
An
Agile
Marke%ng
Methodology
by
Spice
Catalyst
The
Crea%ng
Insanely
Great
Customers
Series
• High
value
customers
• Con%nual
-‐
mutual
learning
and
innova%on
• Delivering
breakthrough
value
at
each
stage
of
the
journey
4. Crea%ng
Insanely
Great
Customers
Series
B2B
Sales
Enablement
Using
the
Customer
Journey
Framework
Expand
Explore
Op%ons
Evaluate
Solu%ons
Internal
Buy
In
Business
Case
Refer
Status
Quo
Trigger
Point
Purchase
Deploy
Solu%on
Validate
Value
5. Crea%ng
Insanely
Great
Customers
Series
Despite
all
of
the
focus
on
content
marke%ng,
social
media
and
marke%ng
automa%on
6. Crea%ng
Insanely
Great
Customers
Series
The
bar
for
sales
is
higher
than
ever
“60%
of
the
purchasing
decision
process
is
completed
before
a
sales
rep
is
contacted.”
The
Conference
Board
7. Crea%ng
Insanely
Great
Customers
Series
B2B
Sales
Is
Personal!
“Today
more
than
ever,
it's
the
personal
interac6ons
with
prospec6ve
customers
that
determines
winners
from
losers”
Steve
Mar>n
USC
Marshall
School
of
Business
Harvard
Business
Review
12. Crea%ng
Insanely
Great
Customers
Series
At
the
right
%me
Expand
Explore
Op%ons
Evaluate
Solu%ons
Internal
Buy
In
Business
Case
Refer
Status
Quo
Trigger
Point
Purchase
Deploy
Solu%on
Validate
Value
13. Crea%ng
Insanely
Great
Customers
Series
Sales
people
spend
a
day
a
week
trying
to
find
the
right
informa%on
and
structuring
it
to
meet
customer
needs
X%#@**^
14. Crea%ng
Insanely
Great
Customers
Series
Sales
%me
lost
is
%me
gained
by
compe%tors
X%#@**^
Compe%tors
&
your
lost
customers
15. Crea%ng
Insanely
Great
Customers
Series
Explore
Op%ons
Evaluate
Solu%ons
Internal
Buy
In
Business
Case
Validate
Value
Expand
Use
Refer
Deploy
Solu%on
Status
Quo
Trigger
Point
The
customer
journey
provides
a
framework
to
define
“who”,
needs
“what”,
“when”!
Purchase
16. Crea%ng
Insanely
Great
Customers
Series
Explore
Op%ons
Evaluate
Solu%ons
Internal
Buy
In
Business
Case
Validate
Value
Expand
Use
Refer
Deploy
Solu%on
Status
Quo
Trigger
Point
Purchase
“Who”
Are
the
decision
makers
and
influencers
They
are
typically
defined
in
“personas”
created
by
marke%ng
17. Crea%ng
Insanely
Great
Customers
Series
B2B
purchases
involve
mul%ple
decision
makers
(personas)
18. Crea%ng
Insanely
Great
Customers
Series
In
B2B
crea%ng
in-‐depth
personas
is
key
to
crea%ng
great
content
Content
and
engagement
that
lead
to
sales
19. Crea%ng
Insanely
Great
Customers
Series
Explore
Op%ons
Evaluate
Solu%ons
Internal
Buy
In
Business
Case
Validate
Value
Expand
Use
Refer
Deploy
Solu%on
Status
Quo
Trigger
Point
Purchase
“What”
is
needed
is
defined
by
the
requirements
of
the
personas
20. Crea%ng
Insanely
Great
Customers
Series
Explore
Op%ons
Evaluate
Solu%ons
Internal
Buy
In
Business
Case
Validate
Value
Expand
Use
Refer
Deploy
Solu%on
Status
Quo
Trigger
Point
Purchase
“When”
specific
content
is
needed
depends
on
where
the
prospect
or
customer
is
in
the
buyers
journey,
their
specific
needs
and
preceding
ac%vi%es
21. Crea%ng
Insanely
Great
Customers
Series
Different
content
is
valuable
a
different
stages
depends
on
your
market,
solu%on
and
the
stage
based
needs
of
the
personas
22. Crea%ng
Insanely
Great
Customers
Series
Explore
Op%ons
Evaluate
Solu%ons
Internal
Buy
In
Business
Case
Validate
Value
Expand
Use
Refer
Deploy
Solu%on
Status
Quo
Trigger
Point
The
greatest
value
your
solu%on
offers
B2B
customers.
.
.
Purchase
Time
&
Money
23. Crea%ng
Insanely
Great
Customers
Series
The
informa%on
most
valuable
as
decisions
are
finalized?
Financial
Jus%fica%on
/
ROI
Product
Features
/
Technical
Informa%on
Product
Demo
/
Proof
of
Concept
Product
Reviews
/
Test
Results
Peer
/
Customer
References
Alignment
with
Industry
Trends
Vision
and
Thought
Leadership
Customer
Case
Studies
IDC
Survey
of
IT
Solu6on
Decision
Makers
24. Crea%ng
Insanely
Great
Customers
Series
Explore
Op%ons
Evaluate
Solu%ons
Internal
Buy
In
Business
Case
Validate
Value
Expand
Use
Refer
Deploy
Solu%on
Status
Quo
Trigger
Point
Purchase
Sales
/
Systems
Engineering
/
Customer
Success
Driven
Marke>ng
Driven
Interac>ons
with
prospects
and
customers
are
driven
by
different
groups
at
a
different
stages
25. Crea%ng
Insanely
Great
Customers
Series
Explore
Op%ons
Evaluate
Solu%ons
Internal
Buy
In
Business
Case
Validate
Value
Expand
Use
Refer
Deploy
Solu%on
Status
Quo
Trigger
Point
Purchase
Sales
Enablement
Requirements
26. Crea%ng
Insanely
Great
Customers
Series
Explore
Op%ons
Evaluate
Solu%ons
Internal
Buy
In
Business
Case
Validate
Value
Expand
Use
Refer
Deploy
Solu%on
Status
Quo
Trigger
Point
Purchase
Con%nual
learning
and
innova%on
between
marke%ng,
sales
and
customers
27. Crea%ng
Insanely
Great
Customers
Series
Explore
Op%ons
Evaluate
Solu%ons
Internal
Buy
In
Business
Case
Validate
Value
Expand
Use
Refer
Deploy
Solu%on
Status
Quo
Trigger
Point
Purchase
Training
/
updates
on
Personas
and
their
use
of
content
28. Crea%ng
Insanely
Great
Customers
Series
Explore
Op%ons
Evaluate
Solu%ons
Internal
Buy
In
Business
Case
Validate
Value
Expand
Use
Refer
Deploy
Solu%on
Status
Quo
Trigger
Point
Purchase
Training
/
updates
on
content
&
where
its
being
used
an
how
to
access
it
29. Crea%ng
Insanely
Great
Customers
Series
Explore
Op%ons
Evaluate
Solu%ons
Internal
Buy
In
Business
Case
Validate
Value
Expand
Use
Refer
Deploy
Solu%on
Status
Quo
Trigger
Point
Purchase
The
Objec%ve:
Support
sales
in
crea%ng
%mely
–
valuable
customer
engagements
Prospect
/
customer
ac%vity,
content
use
and
status
con%nually
captured
and
shared
30. Crea%ng
Insanely
Great
Customers
Series
Explore
Op%ons
Evaluate
Solu%ons
Internal
Buy
In
Business
Case
Validate
Value
Expand
Use
Refer
Deploy
Solu%on
Status
Quo
Trigger
Point
Purchase
Fast
Turn
Around
on
requests
for
support
and
access
to
internal
experts
31. Crea%ng
Insanely
Great
Customers
Series
Modular
design
and
content
management
reduce
sales
%me
lost
finding
and
repurposing
content
Thought
Leadership
Proof
of
Concept
/
Trial
Suppor%ng
Material
Product
Reviews
/
Results
Financial
/
ROI
Product
/
Technical
Peer
Reviews
/
Case
Studies
Suppor%ng
Material
Suppor%ng
Material
Suppor%ng
Material
Suppor%ng
Material
32. Crea%ng
Insanely
Great
Customers
Series
Explore
Op%ons
Evaluate
Solu%ons
Internal
Buy
In
Business
Case
Validate
Value
Expand
Use
Refer
Deploy
Solu%on
Status
Quo
Trigger
Point
Purchase
Sales
Enablement
Requirements
by
Stage
33. Crea%ng
Insanely
Great
Customers
Series
Validate
Value
Expand
Deploy
Solu%on
Explore
Op%ons
Evaluate
Solu%ons
Status
Quo
Trigger
Point
Internal
Buy
In
Business
Case
Purchase
Refer
Status
Quo:
Starts
before
prospects
know
they
need
a
solu>on
• Excel
at
Job
• Stay
on
top
of
trends
&
drivers
• Objec%ve
thought
leadership
on
their
industry
and
job
func>on
• Bound
to
your
solu>on
Champion
Needs
/
Ac%ons
What
you
should
provide
Status
Quo
34. Crea%ng
Insanely
Great
Customers
Series
Validate
Value
Expand
Deploy
Solu%on
Explore
Op%ons
Evaluate
Solu%ons
Status
Quo
Trigger
Point
Internal
Buy
In
Business
Case
Purchase
Refer
Champion
Needs
/
Ac%ons
What
you
should
provide
• Convey
solid
grasp
of
issues
• Establish
leadership
role
• Define
ini>al
needs,
decision
makers
and
influencers
• Objec%ve
Overview
• Key
solu>on
requirements
• Impact,
deployment
&
risk
factors
• Decision
making
Trigger
Point:
A
business
driver
creates
need
for
change
and
ac>on
(A
cross
func>onal
team
(mul>ple
personas)
is
formed)
Trigger
Point
35. Crea%ng
Insanely
Great
Customers
Series
Validate
Value
Expand
Deploy
Solu%on
Explore
Op%ons
Evaluate
Solu%ons
Status
Quo
Trigger
Point
Internal
Buy
In
Business
Case
Purchase
Refer
Champion
Needs
/
Ac%ons
What
you
should
provide
• Framework
to
narrow
field
• Define
constraints
• Needs
of
users
&
influencers
• Understand
impact
of
change
/
adop>on
/
deployment,
and
training
/
support
and
costs
• Objec%ve
Framework
• Comparisons
of
key
high
value
use
scenarios,
impact,
deployment
&
risk
areas.
• Evalua>on
method
and
process
• Modular
informa%on
Explore
Op%ons:
The
team
explores
a
broad
range
of
solu>ons
Explore
Op%ons
36. Crea%ng
Insanely
Great
Customers
Series
Validate
Value
Expand
Deploy
Solu%on
Explore
Op%ons
Evaluate
Solu%ons
Status
Quo
Trigger
Point
Internal
Buy
In
Business
Case
Purchase
Refer
Champion
Needs
/
Ac%ons
What
you
should
provide
• Rank
value
of
core
needs
• Refine
with
influencers
input
• Compare
capability
&
reputa>on
• Analyst
reports,
peer
discussions,
vendor
presenta>ons,
live
trial
• Meet
w/
reference
customers
• Contrast
&
compare
vendor
proof
points
re
high
value
use
areas
• Modular
3rd
party
info
for
key
use
/
concern
areas
• Demo
/
Proof
of
Concept
• Validate
capability
in
high
value
use
areas
Evaluate
Solu%ons:
Detailed
evalua>ons
of
a
handful
of
alterna>ves
Evaluate
Solu%ons
37. Crea%ng
Insanely
Great
Customers
Series
Validate
Value
Expand
Deploy
Solu%on
Explore
Op%ons
Evaluate
Solu%ons
Status
Quo
Trigger
Point
Internal
Buy
In
Business
Case
Purchase
Refer
Champion
Needs
/
Ac%ons
What
you
should
provide
• Build
business
case
to
move
forward
with
recommended
vendor
• Review
with
key
stakeholders
• Iden>fy
key
proof
points
• Define
areas
of
nego>a>on
• Objec%ve
Framework
for
Business
Case
• Modular
suppor>ng
content
• Succinct
descrip>on
of
need
• Proof
of
business
value
delivered
/
ROI
• How
need
is
addressed
• Differen>a>ng
elements
• Proof
points,
3rd
party
input
• Full
view
of
cost
/
impact
of
ownership
and
risk
areas
Business
case:
Findings
and
recommenda>ons
created
/
presented
Business
Case
38. Crea%ng
Insanely
Great
Customers
Series
Validate
Value
Expand
Deploy
Solu%on
Explore
Op%ons
Evaluate
Solu%ons
Status
Quo
Trigger
Point
Internal
Buy
In
Business
Case
Purchase
Refer
Champion
Needs
/
Ac%ons
What
you
should
provide
Internal
buy
in:
Champion
resolves
internal
concerns
/
differences
Internal
Buy
In
• Present
to
internal
decision
makers
• Address
requests
for
addi%onal
inves%ga%on,
proof
points
and
pet
peeves
• Re-‐present
to
specific
stakeholders
• Fast
turn
around
on
new
requests
• Objec>ve
/
Balanced
Response
• Modular
content
/
proof
points
• 3rd
party
references
to
support
needs
of
specific
stakeholders
39. Crea%ng
Insanely
Great
Customers
Series
Validate
Value
Expand
Deploy
Solu%on
Explore
Op%ons
Evaluate
Solu%ons
Status
Quo
Trigger
Point
Internal
Buy
In
Business
Case
Purchase
Refer
Champion
Needs
/
Ac%ons
What
you
should
provide
Purchase:
Nego>a>ons
are
completed
–
Deal
is
signed
Purchase
• Nego%ate
key
areas
• Set
up
vendor
• Clear
understandable,
descrip%on
of
what
is
being
purchased
and
why
• Clear
understanding
/
balanced
view
of
tradeoffs
• Industry
acceptable
terms,
condi>ons
and
payment
structure
• Well
structured,
enterprise
ready
legal
agreements
40. Crea%ng
Insanely
Great
Customers
Series
Validate
Value
Expand
Deploy
Solu%on
Explore
Op%ons
Evaluate
Solu%ons
Status
Quo
Trigger
Point
Internal
Buy
In
Business
Case
Purchase
Refer
Champion
Needs
/
Ac%ons
What
you
should
provide
Deploy
Solu%on:
People
are
trained
and
the
solu>on
is
deployed
Deploy
Solu%on
• Review
and
priori>ze
deployment,
training
and
support
issues
• Establish
metrics
for
value
created.
• Train,
rollout
and
support
users
in
being
successful
in
key
use
areas
• Best
prac>ce
deployment
and
training
workbook
/
guidelines
• Support
to
improve
acceptance
/
reduce
risk,
disrup%on
and
abandonment
• Support
escala>on
path
• Community
support
• Searchable
reference
materials
41. Crea%ng
Insanely
Great
Customers
Series
Validate
Value
Expand
Deploy
Solu%on
Explore
Op%ons
Evaluate
Solu%ons
Status
Quo
Trigger
Point
Internal
Buy
In
Business
Case
Purchase
Refer
Champion
Needs
/
Ac%ons
What
you
should
provide
Validate
Value:
Value
of
solu>on
is
revealed
though
use
and
support
Validate
Value
• Gather
input
from
stakeholders
• Assess
value
promised
versus
results
• Evaluate
vendor
responsiveness
• Build
case
to
con>nue
or
abandon
• Present
findings
/
recommenda%ons
–
value
promised
versus
delivered
• Data
from
use,
users
and
support
/
training
• Framework
to
capture
/
present
ROI
42. Crea%ng
Insanely
Great
Customers
Series
Validate
Value
Expand
Deploy
Solu%on
Explore
Op%ons
Evaluate
Solu%ons
Status
Quo
Trigger
Point
Internal
Buy
In
Business
Case
Purchase
Refer
Champion
Needs
/
Ac%ons
What
you
should
provide
Expand
Expand:
If
value
is
demonstrated
customer
may
expand
rela>onship
• Make
business
case
to
expand
• Business
case
materials
and
informa%on
to
support
incremental
deployment
• Valida>on
that
vendor
&
solu>on
is
delivering
value
• Data
from
use,
users
• Framework
to
capture
/
present
ROI
/
business
case
43. Crea%ng
Insanely
Great
Customers
Series
Validate
Value
Expand
Deploy
Solu%on
Explore
Op%ons
Evaluate
Solu%ons
Status
Quo
Trigger
Point
Internal
Buy
In
Business
Case
Purchase
Refer
Champion
Needs
/
Ac%ons
What
you
should
provide
Refer
Refer:
Willing
to
tell
others
about
your
great
company
and
products!
• Convey
the
good,
bad
and
the
ugly
of
their
experience
• Scorecard
-‐
Improvements
• Templates
/
examples
of
case
studies,
quotes,
PR
releases
• Support
in
dealing
with
PR,
Legal
/
Purchasing
44. Crea%ng
Insanely
Great
Customers
Series
Explore
Op%ons
Evaluate
Solu%ons
Internal
Buy
In
Business
Case
Validate
Value
Expand
Use
Refer
Deploy
Solu%on
Status
Quo
Trigger
Point
How
well
does
your
current
approach
address
the
needs
of
customers
and
sales?
Purchase
Current
Sales
Enablement
Assessment
X%#@**^
45. Crea%ng
Insanely
Great
Customers
Series
Explore
Op%ons
Evaluate
Solu%ons
Internal
Buy
In
Business
Case
Validate
Value
Expand
Use
Refer
Deploy
Solu%on
Status
Quo
Trigger
Point
Purchase
Rate
each
cell
from
–
5
to
+
5.
(
-‐-‐
5
=
Losing
momentum
&
credibility,
0
=
Good
Enough,
+5
Provides
Breakthrough
Compe%%ve
Value)
Customer
Insight
Requirements
How
well
do
your
personas
reflect
the
prospect’s
and
influencer’s
needs
at
each
stage?
46. Crea%ng
Insanely
Great
Customers
Series
Explore
Op%ons
Evaluate
Solu%ons
Internal
Buy
In
Business
Case
Validate
Value
Expand
Use
Refer
Deploy
Solu%on
Status
Quo
Trigger
Point
Purchase
Rate
each
cell
from
–
5
to
+
5.
(
-‐-‐
5
=
Losing
momentum
&
credibility,
0
=
Good
Enough,
+5
Provides
Breakthrough
Compe%%ve
Value)
Content
How
well
does
your
content
support
prospect
/
customer
/
sales
needs
at
each
stage?
47. Crea%ng
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Customers
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Explore
Op%ons
Evaluate
Solu%ons
Internal
Buy
In
Business
Case
Validate
Value
Expand
Use
Refer
Deploy
Solu%on
Status
Quo
Trigger
Point
Purchase
Rate
each
cell
from
–
5
to
+
5.
(
-‐-‐
5
=
Losing
momentum
&
credibility,
0
=
Good
Enough,
+5
Provides
Breakthrough
Compe%%ve
Value)
Process
/
Informa%on
Exchange
How
well
do
your
current
approach
and
systems
support:
• Geong
the
right
informa>on
to
the
right
prospect
or
customer
at
the
right
>me?
• Exchanging
informa>on
between
sales
and
marke>ng
and
the
systems
that
engage
with
or
track
customers
and
their
ac>vi>es?
48. Crea%ng
Insanely
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hKp://spicecatalyst.com/sales-‐enablement-‐of-‐the-‐customer-‐journey/
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our
free
workbook
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Buy
In
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Case
Validate
Value
Expand
Use
Refer
Deploy
Solu%on
Status
Quo
Trigger
Point
Purchase
Urgency
Test
5
• Must
be
done
immediately
• Other
high
priority
items
can’t
be
completed
without
this
• If
not
completed
now,
its
value
is
lost
4
• Highly
>me
constrained
• Other
high
level
of
priori>es
depend
on
this
• Customer
or
contractual
requirements
are
dependent
on
this
3
• Moderately
>me
constrained
• Other
items
have
moderate
dependency
on
this
task
• Desirable
to
complete
in
the
next
one
or
two
sprints
2
• Minimally
>me
constrained
• Other
items
have
a
minimal
dependence
on
this
task
• Comple>on
in
the
next
two
or
three
sprints
is
adequate
1
• Not
>me
constrained
• No
dependencies
• LiKle
or
no
impact
Value
Test
5
• Extremely
Important
/
high
value
to
most
or
all
high
value
customers
• Extreme
impact
on
brand
or
reputa%on
• Cri%cal
to
the
success
of
the
business
4
• Important
to
many
customers
• Significant
impact
on
brand
or
reputa>on
• Significant
compe>>ve
advantage
3
• Important
to
a
moderate
number
of
customers
• Moderate
significant
impact
on
brand
or
reputa>on
• Moderate
important
compe>>ve
advantage
2
• Important
to
only
few
customers
• Minor
impact
on
brand
or
reputa>on
• Minor
compe>>ve
advantage
1
• Important
to
only
a
few
or
even
no
customers
• LiKle
or
no
impact
on
brand
or
reputa>on
• LiKle
or
no
compe>>ve
advantage
Selng
Priori%es:
Don’t
try
to
everything
at
once.
Pick
one
or
two
that
provide
the
greatest
benefit.
50. Crea%ng
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