Buyer’s Journey from Awareness to Purchase
On the continuum of the buyer’s journey from Awareness to Purchase, the roles of Marketing and Sales have a symbiotic relationship- at least in theory. At the beginning of the buyer journey, Marketing plays the primary role in creating Awareness of the vendor’s products and services and then positioning these products and services in the minds of the buyer for their Consideration in the buyer’s list of possible vendors.
As buyers have shifted their journey on-line, Marketing has played a more prominent role in the Preference stage of the buyer decision process. Depending on the type of product or services, and based on the business model of the vendor, at some point in the Preference stage Sales takes over as the chief protagonist. A hand-off is made from Marketing to Sales (aka “Lead”) at the Preference stage and Sales takes the lead (pun intended) on to the Purchase stage and closes the deal.
In a perfect world, the coordination between Marketing and Sales is beautifully orchestrated. Marketing starts the buyer journey and Sales completes it. But, the relationship between Marketing and Sales is seldom peaceful. Despite careful planning and communication, these two groups rarely see eye to eye. Neither group is to blame. They are from two different planets.
Marketing is from Mars and Sales is from Venus. These two worlds play just fine together when there is clear distinction on who has the lead role in the buyer journey. Marketing is responsible for creating Awareness and getting their products and services on the buyer list for Consideration. Sales is clearly responsible for the Purchase phase. The worlds collide in the Preference phase as responsibility for the prospective buyer passes from Marketing to Sales.
These different views and blind spots result in an implied consent between Marketing and Sales – they simply agree to disagree. But, it doesn’t need to be this way. The two worlds could peacefully co-exist if they each had daily visibility of the “invisible visitors” to their website.
Marketing and Sales need VisitorTrack from netFactor. VisitorTrack provides the visibility of anonymous web visitors that otherwise go undetected. These “invisible visitors” are taking a self-directed journey on your web site and the web sites of your competitors. These visitors remain anonymous until they want you to know they are interested. By then, it’s too late for either Marketing or Sales to guide the buyer’s Preference or for Sales to establish the terms of engagement.
Adding regular visibility of these anonymous visitors and gaining insight on their digital journey makes life on Mars and Venus more enjoyable. VisitorTrack can’t guarantee Marketing and Sales will see eye to eye, but it will make them more agreeable.
* Thanks to Dr. John Gray, author of “Men are from Mars. Women are from Venus”, 1992, HarperCollins