A lot has been written lately about the need to map the buyer's journey. I concur with the importance of doing so; however, I think this needs to be done by talking to customers rather than gathering sales and marketing team members to "hypothesize" about the buyer's journey.
I recommend you begin the process by talking customers.
Here are five questions to get you started:
- What first led you to consider our brand?
- What problem were you trying to solve?
- Who was involved in the decision to consider it?
- What other solutions or brands were considered in your evaluation?
- What made you decide to start looking for a solution to this particular problem?
Answers to these questions will lead to follow-up questions. This conversation will result in greater insights and a more accurate buyer's journey than trying to handle the creation process without customer insights.
If your customers are interested in the success of your company, they'll happily provide their insights. If not, you have a bigger issue.
Let me know if you need help with the process.