Do You Know Your Customer? Do you know yourself? This is a not so simple exercise I use when working with customers in a Business Development capacity. We work from the known to the unknown in an iterative fashion. We do this initially for our Core Value Stream, Key Accounts, Key Segments, Key Markets and in that order. If you can complete this, I attest that your marketing activities and segments (clusters) become obvious. This is how you create relevancy in your marketing. Attracting customers through what I call a Funnel of Opportunity versus the 100-year-old practice of a Funnel of Depletion ( https://lnkd.in/ez3rqvM ).

1. Determine Sales/Marketing Current State
Empower Customers, Engage Prospects, Explore New (work from right to left)
1. Define a value stream based on core product/service and capabilities
2. Complete blue section for key accounts & corresponding green for ourselves
3. Cluster key accounts with other similar customers within value stream
4. Complete blue section for value stream & corresponding green for ourselves
5. Reflect on the process (CAP-Do) and create standard work (SDCA).
If you would like to give Business901 attribution for this diagram, it would be appreciated.
https://business901.com
Explore
(Pre_Purchase)
Engage
(Purchase)
Empower
(Post_Purchase)
Future
Customer
Who will we
become
Marketing Process
(Extend/Empower)
Marketing Process
(Establish Value)
Marketing Process
(Create awareness)
Product/Service
(What did we
Provide)
Product/Service
(What did we
Propose)
Product/Service
(What did we
Promise)
People
(Supporters)
People
(Salespeople)
People
(Marketers)
Place/Platform
(Environment)
Place/Platform
(Environment)
Place/Platform
(Environment)
Explore
(Pre_Purchase)
Engage
(Purchase)
Empower
(Post_Purchase)
Future
Who your
Customer wants
to become
Place/Platform
(Environment)
Place/Platform
(Environment)
Place/Platform
(Environment)
Product/Service
(use of Product)
Job we were
hired to do
Job they wanted
done
People (Users)People (RAPID)
People
(Explorers)
Process
(Interpret Value)
Process (How
they Decide)
Process (How
they become
aware)