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WHAT
TECH FOUNDERS
GET WRONG
WHEN HIRING
MARKETING
AND SALES
@sphomerun
GTMFORTHE
DIGITALBUYER’S
JOURNEY
Most startups, scaleups, and small
businesses that struggle with their
go-to-market strategy for the digital
buyer’s journey have two big things in
common
sphomerun.com
@sphomerun
OVERINVESTING
Overinvesting in the final 20% to
40% of the buyer’s journey
(decision stage)
sphomerun.com
@sphomerun
UNDERINVESTING
Underinvesting in the first 60% to 80%
of the buyer’s journey (awareness and
consideration stages)
@sphomerun sphomerun.com
OVERINVESTING
INTHE
DECISIONSTAGE
Regardless of whether you look at
headcount or salaries plus variable
comp, if your company is like most, it
invests way more in the decision
stage than the awareness and
consideration stages combined.”
sphomerun.com
@sphomerun
AWARENESS
(50%OFBUYER’S
JOURNEY)
Lead just becoming aware of a goal to
achieve or a problem to solve.
1/2 Employee (Marketing Manager)
@sphomerun sphomerun.com
CONSIDERATION
(30%OFBUYER’S
JOURNEY)
Lead gives their goal or problem a
more specific name or category.
Lead begins to compare available
different approaches.
1/2 Employee (Marketing Manager)
sphomerun.com
@sphomerun
DECISION
(20%OFBUYER’S
JOURNEY)
Lead becomes a sales opportunity and
displays some interest in speaking with
a salesperson.
8 Employees (Sales Team)
@sphomerun sphomerun.com
POST-PURCHASE
(CUSTOMER
JOURNEY)
Lead becomes a customer, goes
through onboarding, and begins to
see value from their purchase.
3 Employees
(Customer Success Team)
sphomerun.com
@sphomerun
WHAT'SYOURPLAN?
How is your company resourcing to compete
in the digital buyer’s journey?
@sphomerun
Enroll in
Go-to-Market Strategy 101
(Free 7-Day eCourse)
www.gotomarket101.com

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