Majda Anwar, Revenue Marketing Coach, Pedowitz Group Scott Benedetti, Director of Sales Enablement, Pedowitz Group In this workshop, The Pedowitz Group will facilitate a discussion with audience members around the steps that you can take to operationalize the customer experience. The steps and questions will include: A discussion of how to evolve your sales funnel or waterfall view of the world to one based on a customer journey map; Evolving your marketing communications and content to use the customer journey map as the basis for planning; Changing your funnel reporting metrics and conversions to use the customer journey map; Program and campaign planning that starts with the customer journey, and not the product; and How well does your MarTech stack serve your customer needs along their journey? Better customer experiences will not just happen because the website UI is improved, or web chat is available 24/7. Better customer experience arises from learning where the customer is in their engagement journey and adapting your firm’s behavior to align with their current state. Your customer journey map should be the touchstone for all customer facing organizations to optimize their customer engagement and operationalize the customer experience.

1. WORKSHOP:
Operationalizing The
Customer Experience​
#OpsStars

2. 2The 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

3. 3The Pedowitz Group – 2019 Confidential
Let’s get some baselines

4. 17The Pedowitz Group – 2019 Confidential
A Holistic Approach

5. 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
CLOS
E
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

6. How do we engage with our customer at every stage of their journey?

7. 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

8. 21The Pedowitz Group – 2019 Confidential
Exercise #1
Benefits of a Customer
Journey Map

9. Sales Marketing Company Customer
What is the benefit of having a holistic customer journey map as the foundation
for a customer-centric approach?

10. • 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

11. 24The Pedowitz Group – 2019 Confidential
Exercise #2
Mapping Content

12. • 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 ContentTypes
• 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

13. 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’sResearchSolutions
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
SalesCycleand
MarketingGoals

14. 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’sResearchSolutions
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
SalesCycleand
MarketingGoals

15. 28The Pedowitz Group – 2019 Confidential
Exercise #3:
Integrate Personas

16. • 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

17. 30The Pedowitz Group – 2019 Confidential
Exercise #4:
Integrate Campaigns

18. • 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
• 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
• Regular Reviews
• Benchmarking
• Welcome Book

19. 32The Pedowitz Group – 2019 Confidential
Exercise #5:
Integrate KPIs

20. • 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

21. • Journey Map Art• TPG 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
TPG ONE™ - Customer Journey Map ©2019 The Pedowitz Group LLC, all right reserved.

22. 35The Pedowitz Group – 2019 Confidential
Exercise #6:
Integrate Data

23. • 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.

24. 37The Pedowitz Group – 2019 Confidential
Exercise #7:
Integrate Technology

25. • 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

26. • TPG Standard PowerPoint Template• Style Guide for Graphic Elements / Stylized Call-outs / SCQ Framework
TPG ONE™ – Customer Journey Map with Martech

27. 40The Pedowitz Group – 2019 Confidential
Key Takeaways

28. 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

29. Thank you!

30. OpsStars General Info
#OpsStars
Thank you so much for joining as at
OpsStars NY - Journey to Revenue Operations!
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OUR SPEAKERS?
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available outside of the
session room to answer
any questions post
session.
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LEANDATA?
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LeanData booth
Join us for our cocktail and networking reception
immediately following the closing keynote - 5:30PM - 7:30PM
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