Customer Journey · What moves people forward · Component
The people
Who intervened internally, on both sides — because champions and sceptics move deals more than content does, and neither appears in any system.
The deliverable
What it is
In considered purchases the decisive activity happens in conversations the organisation never sees, between people it may never meet.
The champion is the single most important variable and the least managed. Equipping them to argue internally does more than any amount of external messaging.
One level in
What it is made of
Each element is a constituent part of the component. Follow one to see the attributes it carries.
The champion
Who argues for it internally.
3 attributes: Champion role · Standing · What they need
LearnThe sceptic
Who argues against it.
3 attributes: Sceptic role · Their objection · What answers it
LearnThe champion risk
What happens if the champion leaves or loses interest.
3 attributes: Single point · Second relationship · Deals lost this way
Learn
Deals resting on one champion die when that person changes role, and the loss is recorded as competitive.
The other components in what moves people forward
The triggers
What made the buyer start, and what makes the timing urgent — the single most useful thing a buyer interview produces.
LearnThe evidence needed
What convinced them at each transition — frequently one specific thing, and frequently not the thing the organisation leads with.
Learn