I just lately had the chance to put in writing a analysis report with Vicki Brown to deal with questions that we regularly get from shoppers: 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 symbolize the client’s view of the buying course of. They assist us perceive what data patrons 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 way of the waterfall phases. The purpose is for a company to measure the circulate of demand, inform demand program planning to extend the quantity 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 patrons and sellers, as a result of the waterfall stage for the group might not all the time equal the place each purchaser is of their journey.
Do They Work Collectively?
The reply: generally. 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 approach that serves each the client’s wants and the group’s must measure progress and handle assets?
Forrester shoppers: Let’s chat extra by way of a Forrester steerage session. Forrester shoppers can also entry our report right here.
