Mark Osborne walks through an exercise for mapping your customer's complete lifecycle, from first awareness through long-term loyalty. The goal is identifying inflection points where customers make choices and understanding what influences those decisions, then layering data onto the whole system.
One of the exercises that we do with clients that's so valuable is just sort of describing that entire lifecycle from an anonymous target that exists out there to our best customer that's been with us for years. What does that process look like? What are the different inflection points where they're making choices? How are they informing those choices? How are you impacting those choices? And just having that clear view is really a system that allows you to then layer in data
How Can You Maximize Your Business Value Before Selling? with Randy Katz Video
