This document discusses operationalizing the customer experience. It advocates taking a customer-centric view that moves beyond traditional sales funnels. The document outlines 7 steps to becoming more customer-centric, including evolving marketing communications based on customer journeys rather than products. It also discusses how to incorporate personas across the customer lifecycle and change metrics to reflect the customer journey. The remainder of the document focuses on exercises for groups to map content, personas, campaigns, KPIs, data, and technology to stages in the customer journey to better understand how to serve customers holistically.

1. Operationalize the
Customer Experience
Brian Shaner, VP of Marketing
Bruce Huie, Strategic Account Director
#OpsStars
© Copyright 2019 The Pedowitz Group. All Rights Reserved

2. © Copyright 2019 The Pedowitz Group. All Rights Reserved

3. © Copyright 2019 The Pedowitz Group. All Rights Reserved

4. 4The Pedowitz Group 2019 | @revenuemarketer
1. Evolve your sales funnel or waterfall view of the world
2. Evolving your marketing communications and content to use the
customer journey map as the basis for planning.
3. Incorporate your Personas into the entire customer lifecycle
4. Change your funnel reporting metrics and conversions to use the
customer journey map.
5. Program and campaign planning that starts with the customer
journey, and not the product.
6. How well does your MarTech stack serve your customer needs
along their journey?
7. What data do we need to optimize becoming customer centric?
Today’s Outcomes

5. 5The Pedowitz Group – 2019 Confidential
Let’s get some baselines

6. 19The Pedowitz Group – 2019 Confidential
A Holistic Approach

7. 20The Pedowitz Group 2019 | @revenuemarketer
To take a customer-centric view to demand management, we need to
move beyond the concept of the funnel
Inquiries 1000
4.4%
66%
49%
20%
MQL 440
SQL
142
CLOSE
28
SAL 290 Customer
Acquisition
Customer
Expansion
Aware
Consideration
Evaluation
Decision
Onboarding
2
Value Realization
Adoption
Loyalty
Advocacy
5
4
3
2
1
5
4
3
2
1
Unaware

8. 21The Pedowitz Group 2019 | @revenuemarketer
How do we engage with our customer at every stage of their journey?

9. 22The Pedowitz Group 2019 | @revenuemarketer
Customer journey stages with definitions
Unaware, Remarket – Prospect
does not know your brand
and/or offerings
Aware – Prospect or Customer
becomes aware of a new
opportunity to improve business
or a challenge to be addressed
Consideration –
Prospect/Customer has done
enough research to commit to
solving the issue or investing in a
solution. They are ready for Sales
engagement
Evaluation – Asked for proposal,
but also evaluating other
brands.
Decision – Have contracts in
hand, expected to select vendor
and sign contract at the end of
this buying stage.
Onboarding – Initial deployment
of product or usage of services, 3
months duration
Value Realization – Gradual
increase in adoption,
institutionalization, over 2 year
period. I know how to fully use
your product or service.
Adoption – Some period of time
after Onboarding, 3 months to 6
months. Acquiring knowledge of
how to use products or services
(or both)
Loyalty – Customer has
purchased several times from you
Advocacy – Customer advocates
on your behalf. Refers new
business

10. 23The Pedowitz Group – 2019 Confidential
Exercise #1
Benefits of a Customer
Journey Map

11. 24The Pedowitz Group 2019 | @revenuemarketer
Sales Marketing Company Customer
What is the benefit of having a holistic customer journey map as the
foundation for a customer-centric approach?

12. 25The Pedowitz Group 2019 | @revenuemarketer
At this time, we will distribute poster-sized print outs of TPG ONE™. We will hand out color-coded stickers:
Red – content
Blue – Personas
Green – campaigns
Purple – Technology
Yellow – Data
Orange – Metrics/Reporting
As we go through each exercise, each table will write on the appropriate sticker and place it in one or more stages
of TPG One. Kevin and Jeff will offer commentary on each exercise.
EDITOR’s NOTES

13. 26The Pedowitz Group – 2019 Confidential
Exercise #2
Mapping Content

14. 27The Pedowitz Group 2019 | @revenuemarketer
• List 2 types of content that you would use for each stage of the journey and the purpose for using each one
Mapping Content
Unaware Aware Consideration Evaluation Decision
Onboarding Adopting
Value
Realization
Loyalty Advocacy
Common Content Types
• Ads • Company Goals • Guest Posts • Native Advertising • Roundups
• Advertorials • Company News • Guides • News Releases • Screenshots
• Animated GIFs • Comparisons
• Hand-written
Notes
• Newsletters • Sponsorships
• Audio Books • Conferences • How-To Articles
• Opinions and
Rants
• Successes
• Audio Posts • Content Libraries • Illustrations • Personal Stories • Technical Brief
• Awards • Contests • Industry News • Photo Galleries • Templates
• Blog Posts • Courses • Infographics • Photography • Testimonials
• Book Reviews • Data Visuals • Interviews • Pitch Packets
• Texts, SMS, Web
Push, Push
Notifications
• Brochures • Demos • Listicle Summaries • Podcasts • Tradeshow
• Business Case • Diagrams • Lists • Polls and Surveys • Twitter Chats
• Buyer’s Guide • eBooks • Live Chats • Posters • Video
• Case Studies • Editorial Events
• Live-Streaming
Video
• Presentations • Virtual Events
• Certifications • Emails • Magazines • Print • Vlog Posts
• Challenges • Event Replays • Market Research • Product Review • Webcast
• Chatbots • Facts and Stats • Meetups • Q&A • Webinars
• Checklists
• Failures/Not To
Do
• Memes • Quizzes • White Paper
• Comics/Cartoons • FAQ's • Metaphors • Quotes • Whiteboard Video
• Fliers • Microsites • Reports • Why
• Gamification • Mobile Apps • Research • Worksheets

15. 28The Pedowitz Group 2019 | @revenuemarketer
Buyer Journey and Content Mapping – Customer Acquisition
UNAWARE
Prospect does not know your
brand and/or offerings
AWARE
Prospect or Customer
becomes aware of a new
opportunity to improve
business or a challenge to be
addressed
CONSIDER
Prospect/Customer has done
enough research to commit
to solving the issue or
investing in a solution. They
are ready for Sales
engagement
EVALUATE
Asked for proposal, but also
evaluating other brands.
DECISION
Have contracts in hand,
expected to select vendor
and sign contract at the end
of this buying stage.
Low Hi
Economic
Technical
Executive
Influencer
Low Hi
Economic
Technical
Executive
Influencer
Low Hi
Economic
Technical
Executive
Influencer
Low Hi
Economic
Technical
Executive
Influencer
Low Hi
Economic
Technical
Executive
Influencer
BUYER INVOLVEMENT LEVEL
• White Paper
• Business Case
• Market Research
• Whiteboard Video
• Webcast
• eBook
• Print
• Tradeshow
• Blogs
• Editorial Events
• White Paper
• Technical Brief
• Business Case
• Market Research
• Whiteboard Video
• Webcast
• Buyer’s Guide
• Blogs
• Case Study
• White Paper
• Technical Brief
• Demo Video
• Webcast
• Buyer’s Guide
• Benchmark
Assessment
• Blogs
• Case Study
• White Paper
• Technical Brief
• Demo Video
• Webcast
• Buyer’s Guide
• TCO Calculator
• ROI Calculator
• Competitive Tools
• Sales Enablement
Tools
• Case Study
• Demo Video
• Webcast
• Buyer’s Guide
• TCO Calculator
• ROI Calculator
• Live Event
Buyer’sPurchaseProcess
Buyer’sResearch
Solutions
THOUGHT
LEADERSHIP
Create awareness around
new or existing problem
SOLUTION
KNOWLEDGE
Align with business issues
and drive urgency
SOLUTION
VALIDATION
Help identify needs in
solving the problem
COMPETITIVE
INTELLIGENCE
Align solutions with needs
and differentiate
INVESTMENT
VALIDATION
Demonstrate core feature
and functionality
SalesCycle
andMarketing
Goals

16. 29The Pedowitz Group 2019 | @revenuemarketer
Buyer Journey and Content Mapping – Customer Expansion
ONBOARD
Initial deployment of product
or usage of services, 3
months duration
ADOPTION
Some period of time after
Onboarding, 3- 6 months.
Acquiring knowledge of how
to use products or services (or
both)
VALUE
REALIZATION
Gradual increase in adoption,
institutionalization, over 2
year period. I know how to
fully use your product or
service.
LOYALTY
Customer has purchased
several times from you
ADVOCACY
Customer advocates on your
behalf. Refers new business
Low Hi
Economic
Technical
Executive
Influencer
Low Hi
Economic
Technical
Executive
Influencer
Low Hi
Economic
Technical
Executive
Influencer
Low Hi
Economic
Technical
Executive
Influencer
Low Hi
Economic
Technical
Executive
Influencer
BUYER INVOLVEMENT LEVEL
• Training
• Community
• How-To Guides
• FAQ
• Case Study
• Use Cases
• Demo Videos
• Webinar
• eBook
• Training
• Community
• How-To Guides
• FAQ
• Case Studies
• Use Cases
• Microsite
• Customer Portal
• Peer-to-Peer
• Benchmark
• Business Case
• Community
• ROI Calculator
• Case Study
• References
• Customer Portal
• Microsite
• Peer-to-Peer
• Customer Advisory
Board
• Speaking
• Webinars
• eBook
• Business Case
• ePortfolio
• Microsite
• Customer Portal
• Customer Advisory
Board
• Speaking
• Webinars
• eBook
• Business Case
• ePortfolio
• Microsite
• Customer Portal
Buyer’sPurchaseProcess
Buyer’sResearch
Solutions
TIME-TO-VALUE
Maintain momentum and
drive adoption
PRODUCT/SERVICE
CONSUMPTION
Ensure usage of
product/service
INSTITUTIONALIZE
Drive adoption and value
across the enterprise
CROSS-SELL/
UP-SELL
Increase wallet share
MARKET
EXPANSION
Expand market
opportunity
SalesCycle
andMarketing
Goals

17. 30The Pedowitz Group – 2019 Confidential
Exercise #3:
Integrate Personas

18. 31The Pedowitz Group 2019 | @revenuemarketer
• Using the 4 personas listed below, indicate which stages of the customer experience you would engage with
them and what would be your top line message for each phase?
Mapping Personas
Unaware Aware Consideration Evaluation Decision
Onboarding Adopting
Value
Realization
Loyalty Advocacy
• Economic
• Technical
• Executive
• Influencer

19. 32The Pedowitz Group – 2019 Confidential
Exercise #4:
Integrate Campaigns

20. 33The Pedowitz Group 2019 | @revenuemarketer
• Using the campaigns listed below, indicate which stages of the customer experience you would use them
• What campaigns would the customer want at each stage?
Mapping Campaigns
Unaware Aware Consideration Evaluation Decision
Onboarding Adopting
Value
Realization
Loyalty Advocacy
• Brand building
• Gated education
• Ungated education
• Research
• Industry/Market
building
• Event
• Field marketing
• Partner/Alliance
• Community building
• Compete
• Contest/Sweepstakes
• Persona-based
• Retargeting
• Lost lead re-
engagement
• Direct Mail brand
• Customer marketing
• Demo
• Case study
• How-To
• User Group
• Inspiration
• Convenience
• Referral
• Gamification
• Cross-Sell/Up-Sell
• Renewal
• Subscription
• Newsletter
• Thank You
• Tips and Tricks
• Reference
• Loyalty Program
• Magic Moments
• Premiums and Gifts
• Questionnaires and
Surveys
• Regular Reviews
• Benchmarking
• Welcome Book

21. 34The Pedowitz Group – 2019 Confidential
Exercise #5:
Integrate KPIs

22. 35The Pedowitz Group 2019 | @revenuemarketer
• Using the metrics listed below, indicate which stages of the customer experience you would use them
• What other metrics would you use?
• What metrics would the customer use for themselves at each stage?
Mapping KPIs
Unaware Aware Consideration Evaluation Decision
Onboarding Adopting
Value
Realization
Loyalty Advocacy
§ Net new contacts
§ New website visitors
§ Conversion
rate/volume
§ Age in Stage
§ Content engagement
§ Clicks
§ Downloads
§ Opportunities created
§ Opportunity value
§ New or repeat client
§ Opportunity age
§ Repurchase rate
§ Repurchase point
§ Adoption level
§ Time to full scale
adoption
§ Referrals given
§ VOC group
membership
§ Serves as reference
§ Customer Lifetime
Value
§ Value of advocacy
§ Leads
§ Qualified Leads
§ Pipeline Contribution
§ Win/Loss, Revenue
§ # users
§ Community
engagement
§ Time to value
§ Community
involvement
§ Purchase relationships
§ # of Buying Centers
§ Source
§ Frequency of visits
§ Frequency of
engagement
§ Form fills

23. 36The Pedowitz Group 2019 | @revenuemarketer
Journey Map ArtTPG ONE – Customer Journey Map
Aware
2 Aware
§ Content engagement
§ Clicks, form fills
§ Downloads/conversions
§ Conversion rate/vol
§ Age in Stage
3 Consideration
§ Content engagement
§ Clicks
§ Downloads
§ Frequency of visits
§ Frequency of engagement
§ Conversion rates/vol
§ Age in Stage
1 Unaware
§ Net new contacts
§ New website visitors
§ Conversion rate/vol
§ Age in Stage
4 Evaluation
§ Opportunities created
§ Opportunity value
§ New or repeat client
§ Source
§ Conversion rate/vol
§ Opp age
2 Adoption
§ Content engagement
§ Adoption level
§ # users
§ Community engagement
3 Value Realization
§ Content engagement
§ Time to value
§ Community involvement
1 Onboarding
§ Content engagement
§ Time to full scale adoption
§ Win/Loss, Revenue
4 Loyalty
§ Repurchase rate
§ Repurchase point
§ Purchase relationships
5 Decision
§ Opportunity age
§ Opportunity value
§ New or repeat client
§ Conversion rate/Vol
5 Advocacy
§ Referrals given
§ VOC group membership
§ Serves as reference
§ CLV
§ Value of advocacy
©2017 The Pedowitz Group LLC., all rights reserved.TPG ONE - Customer Journey Map™
O
n-board
Adoptio
n
Aware Unaw
are
Advocacy
L
oyalty Value
Realization
Consideration
Evaluation
D
eci
si
on
Customer
Acquisition
Customer
Expansion
1
2
3
4
5
1
2
3
4
5
TPG ONE™ - Customer Journey Map ©2019 The Pedowitz Group LLC, all right reserved.

24. 37The Pedowitz Group – 2019 Confidential
Exercise #6:
Integrate Data

25. 38The Pedowitz Group 2019 | @revenuemarketer
• Using the data categories listed below, indicate which stages of the customer experience you would capture
• What other data would you incorporate?
• What data would the customer provide at each stage?
Mapping Data
Unaware Aware Consideration Evaluation Decision
Onboarding Adopting
Value
Realization
Loyalty Advocacy
Descriptive : This includes demographic data like gender, age, geography and income.
It also includes self-described attitudes and preferences toward products categories and
technology. From this data you can create meaningful segments (e.g. early adopters or
value-seekers) and personas. You can collect this data from purchases, registrations,
surveys, interviews and contextual inquires.
Behavioral : These are the general patterns customers exhibit when using your
products and services. It includes making purchases, registering, browsing, and using
difference devices. For example, we’ve found that customers of certain product
categories, like consumer electronics or home-furniture, will tend to browse products on
their tablet at night and make purchases on their desktop during the day.
Interaction: This includes the clicks, navigation paths and browsing activities found on
websites and software. The classic usability test typically focuses on this level of
granularity by simulating real interactions. You can use real time data from A/B Testing,
Google Analytics and lab based or unmoderated testing to collect data for this
grouping.
Attitudinal : Preference data, opinions, desirability, branding and sentiments are
usually captured in surveys, focus groups and usability tests. This is where quantify how
interactions and behaviors affect attitudes. These attitudes will then affect some self-
described descriptive attributes quantified in the descriptive grouping.

26. 39The Pedowitz Group – 2019 Confidential
Exercise #7:
Integrate Technology

27. 40The Pedowitz Group 2019 | @revenuemarketer
• Using the technology categories listed below, indicate which stages of the customer experience you would use
• What other technology would you incorporate?
• How will the customer interact with this technology?
Mapping Technology
Advertising & Promotion Content & Experience Social & Relationships Commerce & Sales Data Management
Mobile Marketing Mobile Apps Call Analytics & Management Retail & Proximity Marketing
Audience/Market Data &
Data Enhancement
Talent Management
Display and Programmatic
Advertising
Video Marketing ABM
Channel, Partner & Local
Marketing
Marketing Analytics,
Performance & Attribution
Product Management
Search & Social Advertising Interactive Content Events, Meetings & Webinars
Sales Automation,
Enablement & Intelligence
Mobile & Web Analytics Budgeting & Finance
Native/Content Advertising Email Marketing
Social Media Marketing &
Monitoring
Affiliate Marketing &
Management
Dashboards & Data
Visualization
Collaboration
Video Advertising Content Marketing Advocacy, Loyalty & Referrals
Ecommerce Platforms &
Carts
Business/Customer
Intelligence & Data Science
Projects & Workflow
Print
Optimization, Personalization
& Testing
Influencers
iPaaS, Cloud/Data
Integration & Tag
Management
Agile & Lean Management
PR DAM & MRM Feedback & Chat DMP Vendor Analysis
SEO Community & Reviews Predictive Analytics
Marketing Automation &
Campaign/Lead
Management
Experience, Service &
Success
Customer Data Platforms
CMS & Web Experience
Management
CRM

28. 41The Pedowitz Group 2019 | @revenuemarketer
TPG Standard PowerPoint TemplateStyle Guide for Graphic Elements / Stylized Call-outs / SCQ Framework
TPG ONE™ – Customer Journey Map with Martech

29. 42The Pedowitz Group – 2019 Confidential
Key Takeaways

30. 43The Pedowitz Group 2019 | @revenuemarketer
1. Evolve your sales funnel or waterfall view of the world
2. Evolve your marketing communications and content to use the customer journey map for planning.
3. Personas need to be integrated at every stage of the customer journey map
4. Change your funnel reporting metrics and conversions to use the customer journey map.
5. Program and campaign planning that starts with the customer journey, and not the product.
6. How well does your MarTech stack serve your customer needs along their journey?
7. Data – what data do we need to optimize becoming customer centric
7 Steps to Operationalize Your Customer Experience

31. Thank you.
#OpsStars