Marketing Framework

Companies do all they can to grow their business and improve their profitability. They work each day to find, win, and keep high-quality customers.

Global competition. Complex buying environments. Transfer of power from seller to buyer. For companies that sell to other businesses, the challenges to growth have never been greater.

How can companies respond to these challenges?

They can respond by aligning Sales and Marketing to the way customers buy. The marketing framework on these pages shows you how.

Begin by understanding the buyer’s journey. Business buyers spend money to solve problems. They go from being unaware of a problem – to awareness – to finding a way to fix the problem. When you understand your buyer’s journey, you can pave the way for the buyer to proceed more quickly and smoothly.

Next break the buying process down into steps. Map your marketing operations to the stages of the buyer’s journey. Create value for the buyer at each stage by answering buyer questions and solving buyer problems. Ask the buyer to take action at each step and measure your results.

Show buyers the power of your ideas with the art of persuasion. Motivate the buyer to take action and move forward.

Make use of the marketing tactics that deliver the most impact at each stage in the buyer’s journey.

Apply the framework with a step-by-step method. You’ll produce a marketing plan that is business-like, profit oriented, and that aligns your Sales and Marketing activities with the buyer’s journey.