A brand is one of an organization’s most valuable assets. It is what differentiates us from our competitors, makes it easier to introduce new products and move into new markets and, when managed and nurtured, can stand the test of time. Entire campaigns are dedicated to brand launches and promotions. Yet in our drive to cultivate one of our most valuable assets we often overlook another: our employees. [Read more…]

A customer journey is a story of the prospect as they move through the sales process, and ideally beyond. It begins before the prospect is aware of the brand, product or service and follows them through the sales funnel, documenting both their expectation and experience. [Read more…]

The Persona Section of the customer journey documents brand interactions from the perspective of the chosen persona. This section is based on the actual needs of the persona as he or she moves through the sales process. It does not change unless the sales process changes. [Read more…]

The Marketing Section outlines the tactics and key message used by the marketing department to maintain a presence and provide the best experience possible during the prospect’s journey. This section is influenced by the Persona Section, and will change as new marketing initiatives are introduced. [Read more…]

The Sales Section outlines the activities, sales collateral and key messages that our sales team uses in the customer journey. Influenced by the Persona Section and supported by the Marketing Section, the activities and tactics outlined may change as new sales goals are rolled out, and will change when a new program is implemented. [Read more…]