Buyers navigate through various decision phases that require thoughtful engagement. From understanding the buying scenario to leveraging key decision drivers and preferred content, providers must craft interactions that align with each phase of the buyer’s journey. Moreover, the involvement of the right representatives—whether product managers, sales reps, or executives—plays a crucial role in guiding buyers toward confident purchasing decisions.
Buying Scenarios
Independent
A simpler decision-making process involving one or two people.
Consensus
A team-based decision that requires agreement across departments or functional levels
Committee
A highly structured process involving multiple stakeholders, often requiring executive approval.
Decision Phases
Education
In your role, this decision-making process gives you full control. You or a small team within your department can evaluate the media provider and make a decision without needing to involve other departments. This approach lets you act quickly, relying on your own judgment, brand perception, and any direct references you trust. It’s a great way to maintain control and move forward efficiently.
Solution
This approach highlights a collaborative process where your internal team works together to make decisions, without relying on external agencies. It allows key stakeholders within your organization to align on the best solutions, ensuring the decision reflects your brand’s unique needs and goals.
Selection
In this scenario, your decision-making process involves a formal, cross-departmental team. Stakeholders from multiple areas of your organization, such as marketing, finance, and procurement, come together to evaluate options thoroughly. This ensures that the chosen solution meets the needs of various departments and aligns with your overall business objectives.
Decision Drivers
Decision drivers: Motivators tied to persona’s functional responsibility and business goals.
Financial
Focus on revenue growth, profitability, and cost.
Operational
Focus on improving efficiency, productivity, and effectiveness.
Selection
Focus on organizational growth, expansion, and competencies.
Persona lens: Decision drivers shape how the persona evaluates the impact of the purchase.
Representative Engagement
Product managers, sales reps, or executives…
Product managers, in particular, play a critical role in educating buyers on product capabilities and competitive differentiators. Providers should ensure that their product managers are well-equipped to lead these conversations, while also providing access to subject matter experts and executives to reinforce credibility and long-term commitment.
New logo customer acquisition, while crucial for long-term growth, often presents a resource allocation challenge. It typically represents a smaller share of immediate revenue goals yet demands a disproportionately larger investment of sales and marketing efforts. Organizations must strategically balance resources between expanding their existing customer base, which may offer quicker returns, and acquiring new customers, which can fuel future growth but require more upfront effort.
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Retention is most efficient revenue process
While fostering loyalty within existing accounts is essential, effective demand generation across all buying groups and centers is crucial for sustainable growth. By creating targeted and engaging content that resonates with diverse stakeholders within an organization, businesses can expand their reach, uncover new opportunities, and drive revenue from both new and existing customers. A comprehensive demand generation strategy that nurtures leads throughout the buyer's journey maximizes the potential for long-term success.
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