Identify the path from MQL to closed won and define clear handoff points between marketing and sales so no leads fall through gaps.
Marketing generates leads. Sales closes deals. The gap between those two is where most revenue dies. Leads get lost in handoffs, sit uncontacted for days, or reach sales before they're ready. Mapping your buyer journey shows exactly what needs to happen at each stage when marketing qualifies, when sales takes over, what triggers progression, and what content supports each phase. This eliminates confusion, speeds up follow-up, and ensures marketing and sales work as one system instead of two disconnected teams. This chapter shows you how to map the complete journey from anonymous visitor to closed won customer, define handoff criteria, and build processes that keep leads moving without gaps.
Most sales processes are cobbled together inconsistent stages, unclear handoffs, and no visibility into what's working. A proper process turns chaos into predictability. Define stages that match how buyers actually decide, automate the busywork, and track metrics that reveal bottlenecks before deals stall.
See playbook
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Map every touchpoint from initial awareness to repeat purchase, creating seamless experiences that guide prospects toward conversion.
Document your ideal customer's role, goals, and challenges to tailor messaging and prioritise features that solve real problems they actually pay for.
Match your messaging to prospects' current awareness level from problem-unaware to solution-aware to speak directly to their mental state.
Identify specific problems customers experience to position solutions around relieving frustrations they're motivated to solve rather than nice-to-have features.
Understand the underlying progress customers try to make by hiring products to uncover motivations that drive purchases beyond surface-level features.
