Solutions / Sales & Marketing / Customer Journey Mapping
Customer Journey Mapping
Most journey maps are built in a workshop from internal assumptions. The useful version is built from evidence about what customers actually did.
Built from evidenceReconstructed from behavioural, CRM and interview data rather than assembled in an internal workshop.
Leaks sizedEach drop-off point quantified by volume and value, so fixes are prioritised by cost not visibility.
The whole buying groupEvery role that influences the decision, including the ones you currently never speak to.
In simple terms
You tell us the journey you think customers take. We reconstruct the one they actually take from behavioural evidence and interviews, and size what each drop-off point costs you.
What Customer Journey Mapping is. Journey mapping documents the real path from first awareness to purchase and renewal, built from behavioural data and customer interviews, with friction points quantified so fixes can be prioritised by cost of the leak.
What makes this different. Most commercial work adds activity. This adds evidence about which activity works, so the same team and the same budget produce more without simply doing more.
What the service covers
These are the areas we work across, such as the ones below. We combine them in the proportion your question needs, and we tell you which ones your question does not need.
Journey reconstruction
The actual path built from behavioural, CRM and interview evidence, including the steps that happen before you have visibility.
Friction quantification
Each drop-off point sized by volume and value, so remediation is prioritised by cost rather than by visibility.
Buying committee mapping
Every role that influences the decision, what each needs at each stage, and which ones you currently never reach.
Intervention design
Specific changes at specific points, with the expected effect and the measurement to confirm it.
Questions this answers
If something like this is on your agenda, the engagement is already half scoped.
- Where exactly do customers drop out, and what does each drop cost us?
- How long is our real sales cycle, and where does the time go?
- Who else is involved in the decision that we never speak to?
- Which touchpoint does the most damage to our conversion?
- What are buyers doing in the months before they contact us at all?
How you can use this
A few of the situations where this service does real work.
Losing people mid-funnel
Conversion drops somewhere and nobody can pinpoint where.
A sales cycle that is too long
Deals take longer than they should and the time is unaccounted for.
Missing a decision-maker
You keep losing at the final stage to someone you never met.
Prioritising experience investment
Several fixes are proposed and budget covers one.
What changes for your business
The practical difference between running on this and running on what you have now, such as the following.
You see what is actually working
Performance measured to pipeline and revenue, so reallocation decisions rest on evidence rather than on channel fashion.
The same budget produces more
Spend moves to what converts, which usually changes results without changing the total.
Your team spends time on the right accounts
Prioritisation means limited selling hours go where the opportunity genuinely is.
Sales and marketing stop arguing
A shared, evidenced definition of a good lead removes the most common source of friction between the two functions.
Your systems become trustworthy again
Clean, verified, mapped data means reporting people act on rather than question.
It keeps working after we leave
Scoring models, playbooks and processes are handed over so the improvement is repeatable, not a one-off lift.
Who this is for
Roles that commission this work most often include those below. Each asks a different question and gets a different cut of the same evidence.
Sales leadership
Where should the team spend its time, and why there?
Territory and account priority grounded in evidence, with the reasoning attached so reps trust it.
Marketing leadership
Which of our spend is actually producing pipeline?
Performance measured to revenue rather than clicks, with specific reallocation and expected effect.
Revenue operations
Can our systems support the process we are trying to run?
Clean, mapped, validated data that loads into your stack and stays usable.
Business development and partnerships
Who should we be approaching, and with what?
Qualified targets with the context to open a conversation that is not generic.
Commercial and executive leadership
Is our commercial engine improving or just busier?
A clear view of what changed, what caused it, and what to do next quarter-on-quarter.
Typical clients
How we work
The third step is the one that makes the output usable, and it is the one most work of this kind skips.
Understand the decision
We start from what you need the commercial engine to do differently, because that decides what to measure and what to ignore.
Gather and verify
Your own data, external sources and direct verification, with coverage and quality reported honestly rather than smoothed over.
Read it for your position
Your segment, deal size and sales motion decide what a good lead, a good account or a good channel actually looks like.
Hand over something usable
Files mapped to your systems, models your team can apply, and a walkthrough so it gets used rather than filed.
What you receive
Verified dataset or analysis in your preferred format
CRM-ready filemapped to your fields and validated on import
Methodology note covering sourceschecks and coverage rates
Playbook for using the outputplus a walkthrough with the team
Access to Phi, our AI research platformincluded
Every engagement comes with access to Phi. Ask questions of your own findings in plain language, pull the evidence behind any number, and keep querying long after the work is delivered. Your team gets the working intelligence, not just the document.
Open PhiWays to start
Tell us the decision and the date it has to be made by. We will recommend the smallest engagement that gets you there.
Pilot batch
A first tranche of records or analysis, so you can test quality before committing.
Full programme
The complete build, delivered to your CRM or systems.
Continuous refresh
Ongoing enrichment, monitoring and replenishment on a set cadence.
Common questions
Is this qualitative or quantitative?
Both, deliberately. Behavioural data shows where people drop out; interviews explain why, and neither alone supports a good fix.
How many interviews do you run?
Typically fifteen to thirty across segments and outcomes, including customers who chose a competitor or chose nothing.
Who owns the work?
You do. It is exclusive to you, it is not resold, and working files are handed over unlocked.
Will you sign an NDA?
Yes, before the first conversation if you prefer.
Tell us the decision you are facing
Send us the question, the context and your timeline. You get back a recommended first step, what evidence it needs, and what it costs. Not a capability deck.