1. Christine Crandell
President
© 2013 NBS Consulting Group, Inc. | Tel: 415.309.7017
© 2013 NBS Consulting Group, Inc. | Tel: 415.309.7017

2. About me …
•
•
•
•
Chief Experience Innovator
New Business Strategies
www.newbizs.com
Background:
– Blogger for Forbes, CMSWire,
Salesforce Sales Blog, & HuffPo
– Research Director for B2B CX at
Demand Metric
– CMO and executive roles at Ariba,
Egenera, Oracle, SAP, Itron
– Lots of awards
© 2013 NBS Consulting Group, Inc. | Tel: 415.309.7017

3. Who We Are …
New Business Strategies helps companies connect
customer experience with revenue.
• Customer experience and strategy consulting firm
contributed $2.7B in client value.
• Deep expertise in research, experience innovation,
strategy, and change management.
• Proprietary and proven Sellers’ Compass™
methodology for delivering “WOW” customer
experiences.
• Unique partnership approach to service delivery that
builds internal capabilities.
• Practical advice, tools, and training to sustain success.
© 2013 NBS Consulting Group, Inc. | Tel: 415.309.7017

4. The Customer Journey Open Loop
Opportunities
Sales
Purchase
Evaluate
Nurture
Sellers’
Compass™
Search
Value
Expand
Define
Evangelize
“Customers”
Marketing
Deliver
Customer Care
Contacts
Validate
A methodology and
set of services that
enables, engages and
establishes enduring,
profitable
relationships with
prospects and
customers.
© 2013 NBS Consulting Group, Inc. | Tel: 415.309.7017

5. What are journey maps?
• From the “lens” of the buyer not the seller’s perspective
• Includes all digital, physical and social actions
• By persona/role, geography, revenue tier and/or vertical
• Detailed documentation of steps, decisions, and expectations
• For the full lifecycle of the relationship, not just pre-purchase
• Best developed through qualitative interviews
• VOC, NPS, Customer Sat surveys, VOE, CAB and focus groups
do not produce actionable journey maps
© 2013 NBS Consulting Group, Inc. | Tel: 415.309.7017

6. Format is not important
© 2013 NBS Consulting Group, Inc. | Tel: 415.309.7017

7. 30 Uses for Journey Maps …
1.
Lead/Account Scoring
13. Sales Playbook
2.
Campaign Waterfalls
14. Sales Qualification
3.
Nurture Campaign Design
15. Target Account Sales Strategy
4.
Content Strategy
16. Sales Methodology
5.
Lead2Close Processes
17. Social Selling Strategy & Plan
6.
Target Account Marketing
18. Sales/Employee On-Boarding
7.
Events Strategy
19. Product Strategy & Plan
8.
Social Media & Digital Plan
20. Technology Ecosystem
9.
Go-To-Market Strategy
21. Channel/Alliance/Partner Model
10. Positioning / Messaging
22. Employee Enablement
11. Field Marketing Plan
23. ReEngineer Touchpoints & Processes
12. Influencer/Media Plan
24. CAB / User Group Agendas
13. Refine Corporate Values
25. Strategic Business Planning ….
© 2013 NBS Consulting Group, Inc. | Tel: 415.309.7017

8. Lead/Account Scoring…
• Align lead/account scoring
algorithm to journey map
(content and actions)
• Modify lead/account scoring
algorithm to weigh the sequence
of actions taken
• Sales agreement on at what stage
in buyers’ journey scored leads as
passed on
• Deliver leads to sales along with
history of past activity, journey
step, and recommended course of
action for sales to take
Image by Pedowitz Group
© 2013 NBS Consulting Group, Inc. | Tel: 415.309.7017

9. Sales Playbooks…
• Playbooks should match how
sales teams are structured
• Match level of detail to sales
teams’ style, focus on
relevance and action-ability
• Cross-reference Playbook
table of contents with journey
map data
• Build a clear roadmap of what
sales should do at each
journey step
© 2013 NBS Consulting Group, Inc. | Tel: 415.309.7017

10. Content Strategy…
• For each journey step define
content buyer(s) sought along
with expectations of tone,
language, level of detail, how
used and channel
• Compare against content
inventory; delete, modify and
create new content
• Map content to journey steps /
tollgates, personas, and
channel
• Develop personalized content
strategy
© 2013 NBS Consulting Group, Inc. | Tel: 415.309.7017

11. 4 Things You Can Start Doing …
1. Crawl-Walk-Run
– Focus on understanding journeys first
2. Document detailed journey maps
– Conduct in partnership with Sales
3. Start with high-return/low hanging fruit
– Content Strategy is a good starting point
4. Socialize, socialize, socialize
– Build champions across the organization
© 2013 NBS Consulting Group, Inc. | Tel: 415.309.7017

12. What Our Clients Say …
“The Sellers’ Compass™ is a unique
methodology that guided us to more
effectively enable, engage and
establish enduring relationships with
our customers.”
CEO
“We engaged New Business
Strategies to create an aligned
organization with shared goals.
Together, we developed and
implemented critical business
processes, new systems, and
shared metrics and dashboards.
We could not have achieved this
in less than 6 months without
New Business Strategies.”
SVP Marketing & Product Management
“New Business Strategies has
helped me and my teams to improve
the predictability of our sales cycle,
and sell more effectively to hyperinformed buyers. In short, their
approach and services work…with
quick time-to-value. The philosophy
around their Sellers’ Compass™ is
so powerful, I have aligned my
marketing, sales and support teams
to this approach.”
Chief Revenue Officer
© 2013 NBS Consulting Group, Inc. | Tel: 415.309.7017

13. Thank You
&
Questions
What to learn more? Ask for our
Content Strategy White Paper
Christine.crandell@newbizs.com
+1.415.309.7017
@chriscrandell