Start by Understanding the Buyer’s Journey
Aha, there’s the
are my options?
Time to decide
on the best
way to fix this.
and help reps leverage
A triggering event surfaces pain.
Teach reps how to recognize them.
Lead with customer pain
points in your pitch deck.
Stop leading with logo slides; give
buyers something they can relate to.
Create a diagnostic
checklist for reps’ to use
in exploratory meetings.
Create a guide for reps to use to
surface a prospect’s pain points.
Optimize BOFU offers for
78% of business software buyers begin
their evaluation with a web search.
Monitor social media for
1-in-3 US buyers are influenced by
social media in their purchases.
Source: Navigating the New Digital Divide, Deloitte, 2015
Develop a community of
customer advocates to
help tell your story for you
(and close deals).
Customers are key in your BOFU
toolkit for referrals, references, case
studies, product reviews and social
So how do you
measure all this stuff?
Lead to Customer
No metric is perfect, but use lead-to-
customer conversion as your north star.
Sales Rep & Manager
The best way to know how you’re doing
is to ask them to tell you to your face!