Digitizing Revenue Growth: Understand the Buyer Journey

By: Matt Greenstein Digital Transformation, Revenue Growth Strategy

Technology has made the world a more educated place. However, the same advances that have empowered so many have also complicated the sales process. A myriad of digital tools have enabled consumers to solve complex issues faster and more independently. But what does digital transformation mean for your revenue growth organization?

Four critical actions are necessary for success:

  • Understand the buyer journey
  • Plan revenue motions
  • Adapt the structure
  • Align management systems

Part one of this four-part series will take a deeper look into the first critical action.

The buyer journey is no longer linear. Technology provides consumers access to digital engagement tools to influence their buying decisions. Ultimately, vendor selection is influenced in part by the quality of the experience a buyer has prior to making contact with potential solution providers. Organizations that understand the new buyer journey and leverage the appropriate channels have a clear advantage over their competition.

BUYER JOURNEY FRAMEWORK

The Alexander Group’s buyer journey framework (above) can be used as a guide within your organization. There are specific questions to consider in each of the six stages in order to gain perspective on consumer behavior and assess the digital influence on a buyer as they progress through their journey. Once armed with this knowledge, you are in a position to plan strategic investments into the channels that resonate most with your target audience.

Understanding the buyer journey is the first critical action in digitizing the revenue growth model. This action ensures that investments will be allocated to the highest impact solutions across marketing, sales and service.

To explore this action in more detail, download the whitepaper Digitizing the Revenue Growth Model Volume I.

Learn more about how Alexander Group solves issues around Digital Transformation. Get more resources and insights on how to increase profitability and seller productivity by digitizing revenue growth.

Read Part 2 of this series.
_______________
RELATED RESOURCES

Today’s Revenue Leaders Must Own the New Digital Customer Journey
Digital technologies are fundamentally changing the way customers engage with you, and if you don’t own it, it may well destroy you.
READ MORE

Rethinking Revenue Growth: The Thing About Digital…
Digital in Everything: Digital tools, either off the shelf or custom-built, can come together to create the interaction and environment for a buyer to take action, rather than force fitting a buyer journey to a tool configuration.
READ MORE

TAGS: , , , , ,

Matt Greenstein

Matt Greenstein is a principal based out of the New York and Stamford offices. He works with clients across technology, life sciences and healthcare. He has responsibility for leading the firms Life Science and Analytical Instrument, Health Insurance, and Digital Transformation practices. His areas of focus include large scale transformation and integration across all commercial functions–tactical marketing, sales and service. Matt has global consulting experience and is known for his fact-based, hypothesis-driven, problem-solving style.


Matt has 10+ years of management consulting experience. Prior to joining the Alexander Group, Matt held sales and marketing leadership positions with a major information management company. Matt has a B.S. from Fairfield University and an MBA from the University of Connecticut. He is also a Certified Sales Compensation Professional.


HAVE A QUESTION ABOUT THIS POST OR WANT TO REACH OUT TO THE AUTHOR?  CONTACT US »