I’m very excited to announce a new Resource available today for Socialight Media community members: the Buyer Journey Scorecard.
The most interesting discussions we have while out at conferences or visiting with clients are always about the same thing – the new Buyer Journey. All the major research firms are eager to publish new research and best-selling books around this idea, but it’s still seems to be a concept shrouded in some mystery for B2B Sales and Marketing executives on the front lines.
The relationship between buyer and seller has changed dramatically over the past five or ten years – the buyer now has more access to product/service/industry information than ever before thanks to the amount of searchable content on the web, even more so than the seller, in some cases. This fact means that the relationship between Marketing and Sales, too, must change.
Marketing and Sales need to work even more closely together, not just in alignment of purpose, but also in a transparent exchange of market insights, content performance, and buyer data. Marketing and Sales both need to understand how the buyer evolves, what questions are being asked as the buyer self-educates, and what online communities are important to the buyer as they research. They need to share information more readily than ever so as to have the most accurate picture possible of that Buyer Journey, which ultimately will result in more effective Marketing and Sales activities, larger pipelines, and accelerated growth.
This newer model of Marketing-Sales collaboration required for Buyer Journey acceleration is a fire that sometimes needs a spark to get going, so our team has created a tool to help start the process.
The Buyer Journey Scorecard is step 1A. It’s a means of grounding the team in what you know and what you wish you knew about your Buyer Journey. A kickstart to help Marketing and Sales get aligned on key buyer information, enabling the machine to run smoother and faster.
With the Buyer Journey Scorecard in hand, Marketing and Sales leadership will be more in-tune to their strengths and their knowledge gaps, and then will be able to plot out actionable next steps for their teams to fill those gaps. The next step, a full Buyer Journey Map, then enables them to realize the goal of becoming a more customer-centric organization.