The Buyer’s Journey and Your Technology Stack
Now that you found Vendor Neutral and have made a decision to change your technology stack to align to the buyer’s journey it is time for a mindset shift – the pace of technological innovation is disrupting your business. Technology projects have three primary reasons for failure:
- Poorly defined or no defined outcomes
- Lack of leadership or a deferment of accountability to the IT department or vendor
- Technology solution is solving the wrong problem
Purposeful design around the buyer’s journey will accelerate your outcomes and increase the ROI of your technology stack.
First, after you have identified a plan for the technology stack set aside the time to purposefully design your planned outcomes aligned to the buyer’s journey. This will enable you to focus on improving sales techniques and capabilities with new technology and to identify where resources that relate to sales need alignment with the technology stack and the buyer’s journey (e.g., sales management, marketing, and customer service).
Technology stacks need to be included for the pipeline, accounts, content, training, and other key services to cover the entire buyer’s journey. The first step in designing you planned outcomes is to define role clarity. Refer to my blog on this topic for more insights. Defining role clarity requires collaboration with many other functions to ensure enablement services are aligned and consistent. You will get the most ROI out of your technology stack by taking the time to plan out your outcomes through role clarity.
Second, relying on the solution, or the solution provider to account for your desired outcomes will result in more work for you and lower your overall ROI. IT departments and technology vendors are not experts in your business. There is no incentive for them to align technology to your planned business outcomes. The key here is to have the right conversation at the right time with the right set of stakeholders.
Third, your sales team needs consistent information across all channels. Your buyers want to make decisions with companies that have a consistent presence across all channels. You may have selected a technology stack that provides capability solutions but is it enabling consistency or solving problems? Purposeful design on the front-end will improve the buyer’s journey and address problems across the business. This requires a deep-dive into the culture, structure, and processes that enable the buyer’s journey. Typically, these components vary across the country, region, and department resulting in misalignment. To further understand how to identify and address misalignment check out my blog post.
Not sure how to purposely design your outcomes? Consider working with one of Vendor Neutral’s recommend consultants. Vendor Neutral is here to help you get the most ROI out of your technology stack. Start accelerating your business today.
About the Author:
Jennifer Marie Jacober
My passion is purposefully designing organizations to leverage disruption to accelerate performance.
Change is continuous and increasing in velocity the more information is readily available to buyers.
I elevate company performance by transforming them to have the innovative structure, operating models and cultural norms needed to flow with the ever-changing market.