Journey layer · extends “Journey” in the approach
Map the path buyers take, not the path you drew.
A journey map drawn in a workshop is a guess. We build it from what customers actually did, stage by stage, with who joined, how long it took and where buyers left, and we map the road back to a second purchase as carefully as the first.
Where the value leaks
Three ways it goes missing.
- 01
A map nobody can measure
Stages with no definition and no data behind them cannot be improved, only discussed.
- 02
The biggest drop hides in an average
Blended conversion says the funnel is fine. Stage by stage, one step is losing most of the buyers and nobody owns it.
- 03
Repeat revenue left to chance
The path to a second purchase is a journey of its own, and it is rarely mapped, owned or measured at all.
The leak, shown
The buying path from what customers did, with the stage that loses the most buyers called out, and the road back.
The buying path · from what customers did
Illustrative$120M B2B manufacturer
Stage 1Notice a problem
100%
Operations · 3 weeks
Stalls on: no shared problem statement
Stage 2Compare options
64%
Operations + Procurement · 5 weeks
Stalls on: hard to tell options apart
Stage 3Build the case
41%
Finance + IT · 6 weeks
Stalls on: no business case to sign
Stage 4Decide
29%
Executive sponsor · 2 weeks
Stalls on: terms and approvals
Stage 5Adopt and expand
24%
Operations + Success · Ongoing
Stalls on: low adoption
The road back
- Adopt→
- Expand→
- Renew→
- Buy again↺
0% buy again within 18 months
How we ensure the value
A baseline, a standing control, and proof.
The same three moves on every engagement, so a gain is a number against a starting point, held by a rule with an owner, and reported whether or not it flatters us.
- 1
Baseline
We reconstruct the real stages from CRM, web and sales data, and fix conversion, time and drop-off at each stage as the starting line.
- 2
Standing control
Each stage gets an owner, an exit rule and a metric, so a stall has a person to answer for it. Stage definitions change only through a logged decision.
- 3
Proof
Stage conversion and time are reported against the baseline, and the stage we targeted is called out, so an improvement can be tied to a change we made.
What you get
What we hand over.
- The journey, built from your own behavioral and sales data
- Buying roles, and who joins at each stage
- Drop-off and stall analysis, with the stage to fix first
- The return path: adoption, expansion, renewal and repurchase
- Stage definitions written into your CRM
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