Market Core · Customer Journey · Module
What moves people forward
What actually causes progression between stages, established by asking buyers rather than by inferring from what was clicked.
The idea
How it works
What is measurable and what is causal diverge sharply here. A buyer who read three articles and then bought may have been moved by a conversation with a colleague that appears nowhere.
Triggers are the most actionable finding. Most journeys do not start because of anything the organisation did; they start because something changed for the buyer, and knowing what changes the timing is worth more than knowing what changes the message.
Working with it
In practice
- 01
Ask what made them act now
The trigger is the single most useful thing a buyer interview produces.
- 02
Find who else was involved
Internal champions and sceptics move deals more than content does, and neither shows in any system.
- 03
Identify the evidence they needed
What convinced them, and at which stage. It is frequently one specific thing.
- 04
Distinguish cause from correlation
Something present in every won deal may also be present in every lost one. Check.
One level in
The components of what moves people forward
A component is something that exists afterwards which did not exist before — a deliverable or a mechanism, not an intention.
Something present in every won deal may be present in every lost one too. Check before calling it a cause.
The other modules in customer journey
The buying stages
What actually happens between first awareness and purchase, drawn from buyers rather than from a template — including the parts that are invisible.
LearnDrop-off
Where people leave, in what proportion, and why — because the stage with the largest loss is the one worth working on, whatever the current plan says.
LearnAttribution
How credit is assigned across touchpoints, on a stated model, with its limits recorded — because the purpose is better budget decisions rather than a defensible number.
Learn