Narrative Governance
B2B buying is a journey, not a click. This kit enables you to orchestrate a 3-stage narrative across channels—so each touchpoint builds on the last, keeps evaluation moving, and reduces redundant or mismatched outreach.
Experience Sequencing
We solve "Touchpoint Amnesia" by centralizing the Journey Stage as a shared account-level state.
What “Journey Stage” Means
Journey Stage is a shared account-level state (Evaluate / Validate / Commit) stored in the CRM and updated by defined triggers. It powers channel orchestration so ads, email, web, and SDR plays stay aligned to the same narrative.
Proof of the problem.
Security & implementation.
ROI & procurement prep.
Definition: Stage Promotion
Stage Promotion occurs when an account meets a stage-specific evidence threshold within a defined window and passes suppression rules (e.g., active opportunities). Promotion produces a Reason Code and the next recommended track.
Example: Operational Outcome
Scenario: Buyer watches a Demo and views Implementation content within 10 days.
- Journey Stage: Validate (confirmed)
- Reason Code: RC-NG-06 — Demo + Implementation evidence (10-day window)
- Next Track: Security checklist ads + implementation review SDR sequence
- Suppression: Exclude if active opportunity is already in late stage
Governance Modules
Stage Library
Align proof assets to specific evaluation phases.
Moves from 'random assets' to structured proof packets.
E / V / C Content Map
Fewer mismatched offers; Sales calls show higher continuity.
Journey Memory
Sync account stage across Ads, Web, and Email.
Replaces disjointed silos with a stateful CRM field.
Cross-Channel Continuity Spec
Higher consistency; fewer 'awareness' touches served to accounts already validating.
Promotion Rules
Establish evidence gates for moving an account forward.
Replaces 'clicks' with evidence-based movement.
Stage Entry/Exit Logic (one-page)
Consistent handoffs; stage changes require verified evidence.
Suppression Hierarchy
Protect the deal cycle and customer experience.
Prevents campaigns from conflicting with live deals.
Suppression Priority Rules
Cleaner targeting; fewer conflicting touches during active cycles.
Rollout Plan
Asset Audit
Map existing content to E/V/C buyer stages.
Logic Sync
Configure Journey Stage writeback in CRM.
QA + Dry Run
Validate stage transitions on a small cohort.
Governance
Monthly library refresh + quarterly criteria review.
Success Metrics
% of touches served that match the account’s current Journey Stage.
Decrease in early-stage offers shown to accounts in Validate/Commit.
% of accounts moving through stages within a defined window.
Median days required to move an account through a stage.
Frequency-cap hits as a share of engaged accounts.