The key to optimizing revenue is to keep sales, marketing and customer success teams aligned to customer journeys. And yet, journeys are not static. Keeping all teams aligned to revenue cycles means staying on top of constantly shifting customer expectations and behaviors. And CX expectations begin well before - and continue long after - the point of purchase! In this session, join award-winning CX strategy expert and author Christine Crandell to learn how to spot and use key customer micro-moments to keep your Revenue Ops model always at peak performance. And how to use journey maps to optimize your go-to-market model for truly differentiated customer experiences that result in faster revenue cycles.

1. Christine Crandell
Using Customer Journeys to Supercharge Your
Revenue Engine

2. An award-
winning
customer
experience
and strategy
firm
that has
created $3B in
client value
2

3. Agenda
3
 What does success look like?
 How Journey maps supercharge RevOps
 What are journey maps?
 4 steps to supercharge RevOps
 Staying supercharged

4. What
Does
Success
Look Like?
4
 Faster growth by 12-15%*
 Increased profitability by 30%*
 Across the board alignment, internally and
with customer expectations
 More valuable prospect interactions; based
on one, comprehensive customer view
 More fun and rewarding time at work 
Sirius Decisions

5. How
Journey
Maps
Supercharge
RevOps?
5
If RevOps is the backbone enabling
organizations to meet revenue targets,
Journeys are the “Google Maps” to buyer
signals and expectations.

6. What
are
Journey
Maps?
6
 Blueprints of customer expectations of you
 ‘Outside-in’ detailed understanding of
Who, What, When, Why, Where, and How
customers address a problem or opportunity
 The emotions they feel along the way
 Full relationship lifecycle – from need
recognition through renewal / additional
purchase

7. 7
Not IP or content authored/own by NBS

8. 4
Steps to
Supercharge
Your RevOps
8
1. Focus on key micro-moments & decisions
3. Anchor campaigns, content & CTA
2. Align workflows / processes to journey maps
4. Journey-based lead scoring & prioritization

9. 9
Micro-moments & process alignment
Evaluate
Validate
Purchase
Deliver
Nurture
Value
Expand
Evangelize
Search
Define
Sales
Sellers’
Compass®
CustomerCare
Marketing
Buyer Enablement
• Define:
Commit to solving the problem
• Search
Understand the approach peers
selected & start business case
• Evaluate
Evaluate alternatives, vendors &
& short-list
• Validate
Trial short-list, end-user benefits
& validate selection
Buyer Engagement
• Deliver
Go ‘live’ & address any initial issues
• Nurture
Evaluate ‘quality’ of relationship &
realize initial ROI
• Value
Additional value & deeper relationship
• Expand
Expand adoption & repeat buy
• Evangelize
Self-initiated WOM endorsement

10. 4
Steps to
Supercharge
Your
RevOps
10
1. Focus on key micro-moments & decisions
3. Anchor campaigns, content & CTA
2. Align workflows / processes to journey maps
4. Journey-based lead scoring & prioritization

11. Discrete Manufacturing Journey Map
STAGE DEFINE SEARCH EVALUATE VALIDATE PURCHASE
TOUCH-
POINTS
SOUGHT
CONTENT
PERSONA
GOALS
Customer Expectations
Customer Journey
Learn how others have addressed need, get
referrals on vendors & solutions
Research vendors, customer rating
& narrow down to 2-3 vendors
Test samples, pricing/terms &
judge vendor credibility
Negotiate best price/terms and
purchase product
1. Be compliant
2. Find best solution to address/prevent situation
3. Leverage experience of peer network & get referrals
1. Identify vendors with track record and meet
needs
2. Engage vendors and assess their knowledge
3. Short list vendors
1. Negotiate best price and terms
2. Purchase small quantity of product
3. Evaluate vendor post-purchase performance
1. Right solution & quality at right price
2. Confirm product performs as
expected
3. Backchannel vendor of choice
Google to better understand the problem
or find new approaches / vendors
7
Search on industry publications for
approaches, outcomes, risks and best
practices
8
Develop matrix of identified approaches,
risk/return, cost, organization and shipment
impact
9
Short list approaches and agree on best
approach to achieve target outcome
1
1
Research vendors / products1
2
1
3
Hand off to
Purchasing
2
2
Provide input on “test”
order size
2
4
Assess criticality of situation, regulatory
risk/reporting & best course of action
 Vendor catalog (print / online)
 Product description and technical
information
 Saved emails from vendors on new
products
 Articles on how companies dealt with
similar situation, customer case studies,
new products, new/emerging regulations
 Equipment manufacturer information
Develop list of viable
vendors/products
8
1
4
Check customer reviews
1
5
Check quality, pricing, availability,
delivery
Short list to 2-3 vendors
1
6
 Vendor websites
 Articles on vendors and products
 Customer reviews of vendor and product
 Product information, technical specs
Contact vendors
discuss need and their
product suggestion
1
7
2
0
“Gut Check” on vendor
credibility
 Pricing and delivery terms
 Conversation with vendor
representative on product details
and advice/experience with situation
 Product samples and product data
Receive purchase
confirmation from
Purchasing
2
5
 Price and terms
 Purchase confirmation
 Internal purchasing procedures
 Tracking on delivery
Negotiate final price,
delivery timeframe,
terms
2
3
Decide on
vendor/product &
validate with peers
2
1
Request and test
samples
1
8
Determine criticality of situation1
Define ideal target outcome3
4
Decide to look for new approach, look for
alternatives
6
Determine if need to find new vendor
or new ways to fix the issue
5
1. Assess situation and act fast
2. Protect employees and plant assets
3. Keep in compliance with regulations
Check if existing product and/or existing
vendor can fix the situation
 Regulatory agency regulations
 Internal process/procedures
 SDS / MSDS
 Vendor catalogs (print / online)
 Vendor websites
1
9
Check pricing,
availability, shipping & if
vendor local
Understand root cause of problem and
cost to organization. Is it equip, data or
??
2
Contact peers and social graph for input and
vendor/product recommendations
1
0

12. 12
Anchoring and scoring
Content
Sought:
TollGate
Major Journey Step
SEO
UGC, 3rd party content
Outbound campaign with
Matrix template as CTA.
Prefilled out matrix is sales
tool for qualified leads.
Rating sites, etc.
For prioritized leads and
qualified leads at this stage –
offer tool and best practices

13. Staying
Supercharged
13
 Keep your data clean and complete
 Incorporate journey maps into your culture
 Add RevOps process training to onboarding
 Organize into cross-functional ‘pods’ to
optimize engagement alignment
 Co-create compelling experiences with
customers to stay super - aligned

14. 14
30 Other Revenue Drivers from Journey Maps
Content
Strategy
Lead to
Close Processes
Lead and Accounting
Scoring Nurture Campaign Design Target Account Strategy
Campaign
Waterfalls
Social Media
and Digital Marketing
Event Strategy
Social
Selling
Plan
Field Marketing
Plan
Positioning and
Messaging
Influencer
and Media
Plan
Refined
Corporate
Values
Go-To-Market
Strategy
Sales Qualification and
Methodology
Sales
Playbook
Product,
Strategy
and Plan
Sales/Employee
On-Boarding
Target Account Sales
Strategy
Channel Alliance
& Partner
Model
Technology
EcoSystem
Employee Enablement
Strategic Business
Planning
Re-Engineer
Touchpoints
& Processes
User Group Agendas
CX Mock Up
Experience Labs
Compensation and Employee
Reward
Structures Organization
Alignment
KPIs &
Performance
Metrics
VOC & VOE Surveys

15. Christine Crandell
(415) 309 7017