Mike Connor sets up the challenges for your customer's journey and then provides 10 steps to accelerate your marketing ROI>

1. Crea%ng
an
Insanely
Great
Customer
Journey
Crea%ng
An
Insanely
Great
Customer
Journey
Accelera%ng
Marke%ng
ROI
Status
Quo
Trigg
er
Refer
Point
Expand
Explore
Op%ons
Validate
Value
Mike
Connor
Deploy
Evaluate
Solu%on
Solu%ons
Purchas
e
Business
Internal
Case
Buy
In

2. Crea%ng
an
Insanely
Great
Customer
Journey
Topics
1. Crea%ng
an
Insanely
Great
Customer
Journey
–
A
B2B
Marke%ng
Impera%ve
2. It
takes
a
Team
3. Insanely
Great
Vision
4. It
really
is
all
about
the
Customer
5. Every
touch
point
counts
6. Outcome
Based
Metrics
7. Objec%ve
SWOT
Analysis
8. Get
Agile!
9. K.I.S.S
10. Validate
Value
11. Start
Over
–
Con%nual
learning
and
innova%on

3. Crea%ng
an
Insanely
Great
Customer
Journey
Food
for
thought
#1
B2B
Marke%ng
2013
CMO
Impera%ve
• Map
the
buyers
journey.
• Embed
personas
in
marke%ng
plans.
• Address
data
and
analy%c
skills
gaps.
• Foster
collabora%on
across
marke%ng,
product
and
sales
silos
The
quotes
above
reference
just
one
part
of
a
Customer
Journey,
Nurturing
Campaigns.

4. Crea%ng
an
Insanely
Great
Customer
Journey
MARKETING
2013?
What
will
your
marke%ng
department
be
like?

5. Crea%ng
an
Insanely
Great
Customer
Journey

6. Crea%ng
an
Insanely
Great
Customer
Journey

7. Crea%ng
an
Insanely
Great
Customer
Journey
The
demand
to
produce
great
content
is
skyrocke%ng!
7

8. Crea%ng
an
Insanely
Great
Customer
Journey
The
world
of
social
media
and
management
of
it
is
changing
at
an
amazing
rate!
8

9. Crea%ng
an
Insanely
Great
Customer
Journey
The
amount
and
pace
of
marke%ng
technology
is
overwhelming!
Sco
Brinker
(at)
chiefmartec.com
9

10. Crea%ng
an
Insanely
Great
Customer
Journey
Marke%ng
teams
are
on
a
huge
learning
curve!
Agile
Mark
e%ng
Marke%ng
Opera%ons
Engag
Analy emen
%cs
t
Mul
Integra%on
Mobile
Big
Da
%
Ch
ta
Pers
Perso
nas
anne
onal
Perso e
nas
R eal
Tim
l
iza%
Retu PlaRo
rn
o rms
n
M
on
arke ty
%ng portuni
Return
on
Op

11. Crea%ng
an
Insanely
Great
Customer
Journey
And,
oh
by
the
way,
our
prospects
and
customers
expecta%ons
are
increasing
rapidly!
Insanely
Great
=
New
Good
Enough

12. Crea%ng
an
Insanely
Great
Customer
Journey
How
well
marke%ng
teams
priori%ze,
integrate,
deliver
and
adapt
will
determine
who
emerges
as
.
.
.
Predator
or
Prey

13. Crea%ng
an
Insanely
Great
Customer
Journey
So
What
is
a
Customer
Journey
and
how
does
focusing
on
it
help?
Statu
s
Quo
Trigger
Refer
Point
Expand
Explore
Op%ons
Validate
Value
Deploy
Solu%on
Evaluate
Solu%ons
Purchase
Business
Internal
Case
Buy
In

14. Crea%ng
an
Insanely
Great
Customer
Journey
First
a
quick
story
that
helps
define
the
customer
journey
and
it’s
importance.
I
was
at
Apple
working
as
a
product
manager
for
Steve
Jobs.
He
walked
into
my
office
one
day
and
threw
our
newly
engineered
shipping
carton
onto
my
desk.
He
yelled
at
me
and
told
me
my
out
of
the
box
experience
sucked.

15. Crea%ng
an
Insanely
Great
Customer
Journey
Then
he
pulled
a
jewelry
box
from
his
pocket,
put
it
on
my
desk
and
said,
“When
someone
receives
our
product
it
should
feel
like
they
are
opening
a
precious
gig.
Steve
understood
the
customer
journey
and
it’s
importance.

16. Crea%ng
an
Insanely
Great
Customer
Journey
The
customer
journey
is
.
.
.
Everything
prospects
and
customers
experience
as
they
engage
with
companies
and
their
products
16

17. Crea%ng
an
Insanely
Great
Customer
Journey
It
also
provides
a
very
powerful
customer
centric
focusing
framework.
Through
it
marke%ng
can
priori%ze
investments,
measure,
validate
and
refine
the
value
it
creates
and
its
effec%veness

18. Crea%ng
an
Insanely
Great
Customer
Journey
Designed
and
managed
well
with
today’s
leading
edge
tools,
it
also
becomes
a
powerful
interac%ve
customer
engagement
framework
for.
.
.
Con%nual
Collabora%on,
Learning
and
Innova%on
In
other
words
.
.
.
It
drives
sustainable
crea%on
of
game
changing
customer
value!

19. Crea%ng
an
Insanely
Great
Customer
Journey
Visioned,
designed
and
managed
properly
it
can
transform
marke%ng
departments
and
their
ability
to
increase
the
company’s
value
to
customers
from
good
to
Insanely
Great!

20. Crea%ng
an
Insanely
Great
Customer
Journey
So
how
does
the
customer
journey
drive
.
.
.
ROI?
Statu
s
Quo
Trigger
Refer
Point
Expand
Explore
Op%ons
Validate
Value
Deploy
Solu%on
Evaluate
Solu%ons
Purchase
Business
Internal
Case
Buy
In

21. Crea%ng
an
Insanely
Great
Customer
Journey
Food
for
thought
B2B
Customers
• Nearly
60%
of
a
typical
purchasing
decision—researching
solu%ons,
ranking
op%ons,
selng
requirements,
benchmarking
pricing,
and
so
on
is
made
before
ever
having
a
conversa%on
with
a
supplier.

22. Crea%ng
an
Insanely
Great
Customer
Journey
Food
for
thought
• 50%
more
sales
ready
leads
at
33%
lower
cost.
• 10%
or
greater
increase
in
revenue
in
6-­‐9
months.
• 20%
increase
in
sales
opportuni%es
versus
non-­‐
nurtured
leads
The
quotes
above
reference
just
one
part
of
a
Customer
Journey,
Nurturing
Campaigns.

23. Crea%ng
an
Insanely
Great
Customer
Journey
Food
for
thought
Leaders
in
Life
Cycle
Marke%ng
• 3x
greater
customer
reten%on
• 27x
greater
growth
of
customer
life%me
value.

24. Crea%ng
an
Insanely
Great
Customer
Journey
Food
for
thought
Market
Leaders
• 20%
annual
revenue
growth
• 10%
annual
growth
in
marke%ng
leads
that
result
in
closed
business
• 44%
of
sales-­‐forecasted
pipeline
leads
contributed
by
marke%ng
• 73%
annual
customer
reten%on
rate

25. Crea%ng
an
Insanely
Great
Customer
Journey
Marke%ng
is
at
an
Inflec%on
Point
and
the
Customer
Journey
is
the
Catalyst
Ad
Hoc
Capabili%es
&
Early
Integra%on
&
Next
Gen
Vision
&
Adop%on
of
Next
Gen
Standardiza%on
of
Next
Prac%ces
Alignment
Experimenta%on
Capability
&
Prac%ces
Gen
Capability
&
Prac%ces
Marke%ng
&
Technology
Maturity
&
Integra%on
2013
2015
Increasing
Ease
of
Use
Decreasing
Cost,
Changes
in
technology,
social
knowledge
and
marke%ng
are
changing
buyer
behaviors
&
expecta%ons

26. Crea%ng
an
Insanely
Great
Customer
Journey
How
do
we
get
to
Insanely
Great?
Statu
s
Quo
Trigger
Refer
Point
Expand
Explore
Op%ons
Validate
Value
Deploy
Solu%on
Evaluate
Solu%ons
Purchase
Business
Internal
Case
Buy
In

27. Crea%ng
an
Insanely
Great
Customer
Journey
1.
Team

28. Crea%ng
an
Insanely
Great
Customer
Journey
“Every
good
product
I've
ever
seen
is
because
a
group
of
people
cared
deeply
about
making
something
wonderful
that
they
and
their
friends
wanted.
They
wanted
to
use
it
themselves.”
Steve
Jobs

29. Crea%ng
an
Insanely
Great
Customer
Journey
This
is
a
team
sport
–
everyone
in
your
company
that
works
with
customers
has
valuable
insight
to
bring.
.
.
and
gain!
CEO
Status
Quo
Product
Trigger
Point
Business
Dev.
/
Sales
Refer
Development
Expand
|
Account
Dev.
Explore
Op%ons
Validate
Value
Deploy
Solu%on
Evaluate
Solu%ons
Purchase
Business
Design
Case
Internal
Buy
In
Marke%ng
Product
Management
Customer
Success
Mgt.
Training

30. Crea%ng
an
Insanely
Great
Customer
Journey
CEO
Status
Quo
Product
Trigger
Point
Business
Dev.
/
Sales
Refer
Development
Expand
|
Account
Dev.
Explore
Op%ons
Validate
Value
Deploy
Team
Solu%on
Evaluate
Solu%ons
Member
#
1?
Purchase
Business
Design
Customers
Case
Internal
Buy
In
Marke%ng
Product
Management
Customer
Success
Mgt.
Training

31. Crea%ng
an
Insanely
Great
Customer
Journey
2.
Vision

32. Crea%ng
an
Insanely
Great
Customer
Journey
Crea%ng
an
Insanely
Great
Customer
Journey
means
daring
to
understand,
see
and
act
in
the
world
differently
32

33. Crea%ng
an
Insanely
Great
Customer
Journey
To
transport
customers
from
experiences
like
this
33

34. Crea%ng
an
Insanely
Great
Customer
Journey
To
experiences
like
this
.
.
.
34

35. Crea%ng
an
Insanely
Great
Customer
Journey
Ever
open
a
door?

36. Crea%ng
an
Insanely
Great
Customer
Journey
to
someplace
magical?

37. Crea%ng
an
Insanely
Great
Customer
Journey
Hear
someone?

38. Crea%ng
an
Insanely
Great
Customer
Journey
who
forever
changed
how
you
see
the
world?

39. Crea%ng
an
Insanely
Great
Customer
Journey
Experience
something?

40. Crea%ng
an
Insanely
Great
Customer
Journey
that
transported
you
beyond
your
imagina%on?

41. Crea%ng
an
Insanely
Great
Customer
Journey
Those
are
all
part
of
a
customer
journey

42. Crea%ng
an
Insanely
Great
Customer
Journey
And
that’s
the
kind
of
Insanely
Great
we
are
talking
about!

43. Crea%ng
an
Insanely
Great
Customer
Journey
We
were
shining
our
light
into
the
days
of
blooming
wonder
In
the
eternal
presence,
in
the
presence
of
the
flame
Didn’t
I
come
to
bring
you
a
sense
of
Go
for
Insanely
Great
:
No
Plan
B
wonder?
Didn’t
I
come
to
lic
your
fiery
vision
bright?
Didn’t
I
come
to
bring
you
a
sense
of
wonder
in
the
flame?
On
and
on
and
on
and
on,
we
kept
on
singing
our
song
VAN
MORRISON

44. Crea%ng
an
Insanely
Great
Customer
Journey
3.
Customer

45. Crea%ng
an
Insanely
Great
Customer
Journey
Assessing
/
Building
Immersive
Personas
of
Highest
Value
Prospects
and
Customers

46. Crea%ng
an
Insanely
Great
Customer
Journey
Including
persona’s
projected
based
on
measurable
trends

47. Crea%ng
an
Insanely
Great
Customer
Journey
Food
for
thought
In
the
sale
of
a
technology
product
valued
at
over
twenty-­‐
five
thousand
dollars
per
unit
to
a
company
of
over
one
thousand
employees,
twenty-­‐one
people
were
actually
involved
in
the
buying
process.

48. Crea%ng
an
Insanely
Great
Customer
Journey
Every
4.
touch
point
counts!

49. Crea%ng
an
Insanely
Great
Customer
Journey
Embrace
the
En%re
Customer
Journey
Statu
s
Quo
Trigger
Refer
Point
Expand
Explore
Op%ons
Validate
Value
Deploy
Solu%on
Evaluate
Solu%ons
Purchase
Business
Internal
Case
Buy
In
Take
the
%me
to
explore
the
journey
and
your
customers
experience.
You
must
see
it
through
their
eyes
and
their
needs.
Spend
%me
and
get
feedback
from
customers
and
prospects
that
have
travelled
it
in
its
en%rety
and
those
that
blew
out
of
it.

50. Crea%ng
an
Insanely
Great
Customer
Journey
Remember:
It’s
Their
Journey
You
have
to
earn
the
right
to
be
a
part
of
each
stage!

51. Crea%ng
an
Insanely
Great
Customer
Journey
It
starts
before
prospects
know
they
need
a
solu%on
Status
Quo
Trigger
Refer
Point
Expand
Explore
Op%ons
Validate
Value
Deploy
Solu%on
Evaluate
Solu%ons
Purchase
Business
Internal
Case
Buy
In

52. Crea%ng
an
Insanely
Great
Customer
Journey
That
stage
is
called
the
status
quo
Status
Quo
52

53. Crea%ng
an
Insanely
Great
Customer
Journey
That
stage
is
called
the
status
quo
Status
Quo
Crea%ng
Customer
Value?
Thought
Leadership
for
Their
Industry
53

54. Crea%ng
an
Insanely
Great
Customer
Journey
A
trigger
point
drives
the
need
for
change
and
ac%on
Trigger
Point
54

55. Crea%ng
an
Insanely
Great
Customer
Journey
A
cross
func%onal
team
is
formed
Trigger
Point
55

56. Crea%ng
an
Insanely
Great
Customer
Journey
A
cross
func%onal
team
is
formed
Trigger
Point
Crea%ng
Customer
Value?
Thought
Leadership
for
Their
Func%on
/
Issues
56

57. Crea%ng
an
Insanely
Great
Customer
Journey
The
search
for
op%ons
begins
Explore
Op%ons
57

58. Crea%ng
an
Insanely
Great
Customer
Journey
The
search
for
op%ons
begins
Explore
Op%ons
Crea%ng
Customer
Value?
Objec%ve
Informa%on
Illumina%ng
Problem
/
Best
Prac%ces
Framework
-­‐
Tied
to
Solu%on
58

59. Crea%ng
an
Insanely
Great
Customer
Journey
Alterna%ves
are
evaluated
Evaluate
Solu%ons
59

60. Crea%ng
an
Insanely
Great
Customer
Journey
Alterna%ves
are
evaluated
Evaluate
Solu%ons
Crea%ng
Customer
Value?
Demonstrate
Ability
to
Address
Overall
and
Specific
Influencer
Needs
60

61. Crea%ng
an
Insanely
Great
Customer
Journey
A
business
case
is
created
Business
Case
61

62. Crea%ng
an
Insanely
Great
Customer
Journey
A
business
case
is
created
Business
Case
Crea%ng
Customer
Value?
Business
Case
Framework
|
Easy
Access
to
Component
Level
Suppor%ng
Informa%on
62

63. Crea%ng
an
Insanely
Great
Customer
Journey
The
champion
works
to
resolve
last
minute
issues
and
concerns
and
finally
achieves
internal
buy
in
Internal
Buy
In
63

64. Crea%ng
an
Insanely
Great
Customer
Journey
The
champion
works
to
resolve
last
minute
issues
and
concerns
and
finally
achieves
internal
buy
in
Internal
Buy
In
Crea%ng
Customer
Value?
Fast
Response
/
Access
to
Specific
Informa%on
to
Resolve
Issues
and
Deal
with
Internal
Push
Back
64

65. Crea%ng
an
Insanely
Great
Customer
Journey
Legal,
financial
and
deployment
nego%a%ons
are
completed.
The
deal
is
done!
Purchase
65

66. Crea%ng
an
Insanely
Great
Customer
Journey
Legal,
financial
and
deployment
nego%a%ons
are
completed.
The
deal
is
done!
Purchase
Crea%ng
Customer
Value?
Win
Win
Nego%a%ng
|
Flexibility
|
Suppor%ng
Material
for
Compe%%vely
Differen%a%ng
Value
66

67. Crea%ng
an
Insanely
Great
Customer
Journey
People
are
trained
and
the
solu%on
is
deployed
Deploy
Solu%on
67

68. Crea%ng
an
Insanely
Great
Customer
Journey
People
are
trained
and
the
solu%on
is
deployed
Deploy
Solu%on
Crea%ng
Customer
Value?
Well
designed
&
communicated
implementa%on
|
Materials
|
Flexibility
|
Responsiveness

69. Crea%ng
an
Insanely
Great
Customer
Journey
The
real
value
of
your
company
is
revealed
as
customers
use
the
solu%on
Validate
Value
69

70. Crea%ng
an
Insanely
Great
Customer
Journey
The
real
value
of
your
company
is
revealed
as
customers
use
the
solu%on
Validate
Value
Crea%ng
Customer
Value?
Deliver
as
promised
|
Revisit
/
Reinforce
Value
|
Responsiveness
70

71. Crea%ng
an
Insanely
Great
Customer
Journey
If
you
deliver
great
value
the
customer
will
be
open
to
expanding
their
rela%onship
Expand
71

72. Crea%ng
an
Insanely
Great
Customer
Journey
If
you
deliver
great
value
the
customer
will
be
open
to
expanding
their
rela%onship
Expand
Crea%ng
Customer
Value?
Create
Heroes
|
Facilitate
Story
Telling
72

73. Crea%ng
an
Insanely
Great
Customer
Journey
and
to
telling
others
how
great
your
company
and
your
products
are!
Refer
73

74. Crea%ng
an
Insanely
Great
Customer
Journey
and
to
telling
others
how
great
your
company
and
your
products
are!
Refer
Crea%ng
Customer
Value?
Create
Heroes
|
Facilitate
Story
Telling
74

75. Crea%ng
an
Insanely
Great
Customer
Journey
Food
for
thought
• 89%
of
customers
were
lost
acer
a
nega%ve
customer
experience
• 86%
said
they
would
pay
more
for
a
beer
customer
experience
• 58%
said
they
would
recommend
companies
that
deliver
customer
experiences
that
are
superior
to
others

76. Crea%ng
an
Insanely
Great
Customer
Journey
Engineer
Touch
Points
to
Capture
Insight
That
Drives
Con%nual
Collabora%ve
Learning
and
Innova%on
Statu
s
Quo
Trigger
Refer
Point
Expand
Explore
Op%ons
Validate
Value
Deploy
Solu%on
Evaluate
Solu%ons
Purchase
Business
Internal
Case
Buy
In

77. Crea%ng
an
Insanely
Great
Customer
Journey
5.
Outcome
Based
Metrics

78. Crea%ng
an
Insanely
Great
Customer
Journey
Define
Business
Outcome
Goals,
Metrics
for
Each
Stage
Based
on
Persona’s
Requirements
Status
Trigger
Explore
Evaluate
Business
Internal
Purchase
Deploy
Validate
Expand
Refer
Quo
Point
Op%ons
Solu%ons
Case
Buy
In
Solu%on
Value
Use

79. Crea%ng
an
Insanely
Great
Customer
Journey
6.
Objec%ve
SWOT
Analysis

80. Crea%ng
an
Insanely
Great
Customer
Journey
SWOT
Analysis
Rate
each
cell
from
–
5
to
+
5.
(
-­‐-­‐
5
=
Losing
momentum
&
credibility,
0
=
Good
Enough,
+5
Provides
Breakthrough
Compe%%ve
Value)
Status
Trigger
Explore
Evaluate
Business
Internal
Purchase
Deploy
Validate
Expand
Refer
Quo
Point
Op%ons
Solu%ons
Case
Buy
In
Solu%on
Value
Use

81. Crea%ng
an
Insanely
Great
Customer
Journey
SWOT
Analysis
Rate
each
cell
from
–
5
to
+
5.
(
-­‐-­‐
5
=
Losing
momentum,
credibility
&
ROI,
0
=
Good
Enough,
+5
Provides
Breakthrough
Compe%%ve
Value)
Remember
when
the
weakest
link
fails,
all
of
your
other
marke%ng
investments
are
lost.
Great
$2Million
Marke%ng
Campaign
+
Bad
Customer
Onboarding
=
-­‐
$2million
*
X

82. Crea%ng
an
Insanely
Great
Customer
Journey
Deep
Dive
SWOT
Assessment
Customer
Status
Trigger
Explore
Evaluate
Business
Internal
Purchase
Deploy
Solu%o
Validate
Expand
Refer
Quo
Point
Op%ons
Solu%ons
Case
Buy
In
Value
Use
buying
stages
n
Customer
Insight
Requirements
How
well
do
you
know
the
prospect’s
and
influencer’s
needs
at
each
stage?
Content
/
Experience
Analy%cs
&
VOC
Process
Flow
Progress
/
Risk
Tracking
&
Mgt.

83. Crea%ng
an
Insanely
Great
Customer
Journey
Deep
Dive
SWOT
Assessment
Customer
Status
Trigger
Explore
Evaluate
Business
Internal
Purchase
Deploy
Solu%o
Validate
Expand
Refer
Quo
Point
Op%ons
Solu%ons
Case
Buy
In
Value
Use
buying
stages
n
Customer
Insight
Requirements
Content
/
Experience
How
well
does
your
current
content
and
customer
experience
address
the
needs?
Analy%cs
&
VOC
Process
Flow
Progress
/
Risk
Tracking
&
Mgt.

84. Crea%ng
an
Insanely
Great
Customer
Journey
Deep
Dive
SWOT
Assessment
Customer
Status
Trigger
Explore
Evaluate
Business
Internal
Purchase
Deploy
Solu%o
Validate
Expand
Refer
Quo
Point
Op%ons
Solu%ons
Case
Buy
In
Value
Use
buying
stages
n
Customer
Insight
Requirements
Content
/
Experience
Analy%cs
&
VOC
Are
you
capturing
cri%cal
informa%on
about
the
use
and
value
to
customers
of
what
you
are
providing?
Process
Flow
Progress
/
Risk
Tracking
&
Mgt.

85. Crea%ng
an
Insanely
Great
Customer
Journey
Deep
Dive
SWOT
Assessment
Customer
Status
Trigger
Explore
Evaluate
Business
Internal
Purchase
Deploy
Solu%o
Validate
Expand
Refer
Quo
Point
Op%ons
Solu%ons
Case
Buy
In
Value
Use
buying
stages
n
Customer
Insight
Requirements
Content
/
Experience
Analy%cs
&
VOC
Process
Automa%on
Are
you
using
current
state
best
prac%ces
and
technology
to
accelerate
work
and
informa%on
flow?
Progress
/
Risk
Tracking
&
Mgt.

86. Crea%ng
an
Insanely
Great
Customer
Journey
Deep
Dive
SWOT
Assessment
Customer
Status
Trigger
Explore
Evaluate
Business
Internal
Purchase
Deploy
Solu%o
Validate
Expand
Refer
Quo
Point
Op%ons
Solu%ons
Case
Buy
In
Value
Use
buying
stages
n
Customer
Insight
Requirements
Content
/
Experience
Analy%cs
&
VOC
Process
Automa%on
Progress
/
Risk
Tracking
&
Mgt.
Do
you
have
clear
metrics
and
analy%cs
in
place
that
enable
you
to
define
and
track
progress
of
high
value
prospects
and
customers?

87. Crea%ng
an
Insanely
Great
Customer
Journey
Deep
Dive
SWOT
Assessment
Customer
Status
Trigger
Explore
Evaluate
Business
Internal
Purchase
Deploy
Solu%o
Validate
Expand
Refer
Quo
Point
Op%ons
Solu%ons
Case
Buy
In
Value
Use
buying
stages
n
Customer
Insight
Requirements
Content
/
Experience
Analy%cs
&
VOC
When
done
you
will
essen%ally
have
a
heat
map
of
where
you
are
at
risk
and
where
you
excel.
Process
Automa%on
Progress
/
Risk
Tracking
&
Mgt.

88. Crea%ng
an
Insanely
Great
Customer
Journey
Deep
Dive
SWOT
Assessment
Customer
Status
Trigger
Explore
Evaluate
Business
Internal
Purchase
Deploy
Solu%o
Validate
Expand
Refer
Quo
Point
Op%ons
Solu%ons
Case
Buy
In
Value
Use
buying
stages
n
Customer
Insight
Requirements
Content
/
Experience
Analy%cs
&
VOC
In
selng
priori%es
remember
the
weak
link
theory.
Process
Automa%on
Progress
/
Risk
Tracking
&
Mgt.

89. Crea%ng
an
Insanely
Great
Customer
Journey
7.
Get
Agile

90. Crea%ng
an
Insanely
Great
Customer
Journey
The
rate
of
change,
plus
the
complexity
of
designing
and
managing
the
customer
journey
is
impossible
to
address
using
tradi%onal
marke%ng
management
approaches.
Get
Agile!

91. Crea%ng
an
Insanely
Great
Customer
Journey
The
key
to
success?
Small,
well
priori%zed,
%me
bound
ini%a%ves
defined
in
terms
of
business
outcomes
desired
and
con%nual
measurement
of
the
customer
value
those
produce.
Time
Bound
Sprints
Total
Work
Deliver
Sprint
Priori%es

92. Crea%ng
an
Insanely
Great
Customer
Journey
Priori%ze
work:
Highest
value
business
outcomes

93. Crea%ng
an
Insanely
Great
Customer
Journey
Customer
/
Business
Value
Created
Urgency
to
Complete
Value
Test
Urgency
Test
• Extremely
Important
/
high
value
to
most
or
all
high
• Must
be
done
immediately
value
customers
• Other
high
priority
items
can’t
be
completed
without
this
5
5
• Extreme
impact
on
brand
or
reputa%on
• If
not
completed
now,
its
value
is
lost
• Cri%cal
to
the
success
of
the
business
• Important
to
many
customers
• Highly
%me
constrained
• Significant
impact
on
brand
or
reputa%on
• Other
high
level
of
priori%es
depend
on
this
4
4
• Significant
compe%%ve
advantage
• Customer
or
contractual
requirements
are
dependent
on
this
• Important
to
a
moderate
number
of
customers
• Moderately
%me
constrained
3
• Moderate
significant
impact
on
brand
or
reputa%on
3
• Other
items
have
moderate
dependency
on
this
task
• Moderate
important
compe%%ve
advantage
• Desirable
to
complete
in
the
next
one
or
two
sprints
• Important
to
only
few
customers
• Minimally
%me
constrained
2
• Minor
impact
on
brand
or
reputa%on
2
• Other
items
have
a
minimal
dependence
on
this
task
• Minor
compe%%ve
advantage
• Comple%on
in
the
next
two
or
three
sprints
is
adequate
• Important
to
only
a
few
or
even
no
customers
• Not
%me
constrained
1
• Lile
or
no
impact
on
brand
or
reputa%on
1
• No
dependencies
• Lile
or
no
compe%%ve
advantage
• Lile
or
no
impact

94. Crea%ng
an
Insanely
Great
Customer
Journey
Agile
Business
Accelera%on
Building
Blocks
Accelera%on
Strategy & Vision!
In
addi%on
to
undertaking
customer
journey
related
projects
and
Delivery of Customer Value!
ini%a%ves
using
agile
its
also
important
to
establish
a
company
Culture / Leadership!
environment
that
supports
agile.
People & Organization!
That
includes
aligning
the
core
building
blocks
of
the
company
to
Process !
support
agile
values
and
principles.
Systems & Tools! 94

95. Crea%ng
an
Insanely
Great
Customer
Journey
8.
K.I.S.S.

96. Crea%ng
an
Insanely
Great
Customer
Journey
This
isn’t
about
boiling
the
ocean.
It’s
about
priori%zing
with
an
understanding
of
how
each
component
contributes
or
detracts
from
customer
value
&
marke%ng
ROI
Status
Trigger
Explore
Evaluate
Business
Internal
Deploy
Validate
Expand
Purchase
Refer
Quo
Point
Op%ons
Solu%ons
Case
Buy
In
Solu%on
Value
Use

97. Crea%ng
an
Insanely
Great
Customer
Journey
Simple
can
be
harder
than
complex:
You
have
to
work
hard
to
get
your
thinking
clean
to
make
it
simple.
Once
you
get
there,
you
can
move
mountains."
Steve
Jobs,
BusinessWeek,
May,
1998

98. Crea%ng
an
Insanely
Great
Customer
Journey
Roadmap
Customer
Status
Trigger
Explore
Evaluate
Business
Internal
Purchase
Deploy
Solu%o
Validate
Expand
Refer
Quo
Point
Op%ons
Solu%ons
Case
Buy
In
Value
Use
buying
stages
n
Customer
Insight
Requirements
Content
/
Experience
Analy%cs
&
VOC
Choose
your
priori%es
carefully
and
remember
.
.
.
Process
Flow
Progress
/
Risk
Tracking
&
Mgt.

99. Crea%ng
an
Insanely
Great
Customer
Journey
Go
for
Insanely
Great
:
No
Plan
B
Objec%ve:
Iden%fy
Touch
Points
for
Innova%on
That
Deliver
Breakthrough
Business
Value.
.
.
to
the
end
customer
and
to
your
company!

100. Crea%ng
an
Insanely
Great
Customer
Journey
9.
Validate

101. Crea%ng
an
Insanely
Great
Customer
Journey
Business
Value
Created?
If
you
aren’t
con%nually
valida%ng
the
customer
and
business
value
your
ini%a%ves
are
delivering.
.
.
They
probably
aren’t!

102. Crea%ng
an
Insanely
Great
Customer
Journey
Start
10.
Over

103. Crea%ng
an
Insanely
Great
Customer
Journey
Status
Trigger
Explore
Evaluate
Business
Internal
Deploy
Validate
Expand
Purchase
Refer
Quo
Point
Op%ons
Solu%ons
Case
Buy
In
Solu%on
Value
Use
Accelera%on
Implementa%on
Planning
Discovery
Crea%ng
and
sustaining
an
Insanely
Great
Customer
Journey
means
con%nually
learning
and
innova%ng.
.
.
You
are
never
done!

104. Crea%ng
an
Insanely
Great
Customer
Journey
Summary
1. Crea%ng
an
Insanely
Great
Customer
Journey
–
A
B2B
Marke%ng
Impera%ve
2. It
takes
a
Team
Statu
3. Insanely
Great
Vision
s
Quo
Trigger
Refer
Point
4. It
really
is
all
about
the
Customer
5. Every
touch
point
counts
Expand
Explore
Op%ons
6. Outcome
Based
Metrics
Validate
Value
7. Objec%ve
SWOT
Analysis
Deploy
Solu%on
Evaluate
Solu%ons
8. Get
Agile!
Purchase
Business
9. K.I.S.S
Internal
Case
Buy
In
10. Validate
Value
11. Start
Over
–
Con%nual
learning
and
innova%on

105. Crea%ng
an
Insanely
Great
Customer
Journey
Summary
Though
designing
and
managing
all
of
this
is
complex,
don’t
loose
sight
of
the
goal
.
.
.
Delivering
an
Insanely
Great
Experience!

106. Crea%ng
an
Insanely
Great
Customer
Journey
www.spicecatalyst.com

107. Crea%ng
an
Insanely
Great
Customer
Journey
Thank
You
Your
Agile
Business
Accelera%on
Agency
Delivery
Partners
Let’s
get
this
done!