Customer Journey Framework

Anchor required beliefs to the customer journey

customer-journey marketing-strategy sales

Problem it solves

weak market positioning

Best for

Marketers looking to create a systematic approach to marketing.

Not ideal for

Those looking for a quick fix or a one-size-fits-all marketing solution.

Overview

Why this framework exists

The Customer Journey Framework is a marketing framework that involves anchoring required beliefs to the stages of the customer journey. It provides a systematic approach to marketing by identifying the critical stages of the customer journey and anchoring the required beliefs to those stages.

Core principles

3 total

Anchor required beliefs to the customer journey
Identify the critical stages of the customer journey
Use the identified stages to create a systematic approach to marketing

Steps

3 steps

Identify the critical stages of the customer journey
Use methods such as customer research and analysis to identify the critical stages of the customer journey.
Pro tipFocus on understanding the customer's perspective and using that information to create a more effective marketing campaign.
WarningAvoid making assumptions about the customer journey and instead focus on understanding their perspective.
Anchor required beliefs to the customer journey
Use the identified stages to anchor the required beliefs to the customer journey.
Pro tipFocus on creating a shared reality between the marketer and the customer, and then build upon that shared understanding to introduce new beliefs.
WarningAvoid manipulating or coercing the customer and instead focus on creating a logical argument that leads to the sale.
Create a marketing campaign based on the customer journey
Use the anchored required beliefs to create a more effective marketing campaign.
Pro tipFocus on creating a shared reality between the marketer and the customer, and then build upon that shared understanding to introduce new beliefs.
WarningAvoid manipulating or coercing the customer and instead focus on creating a logical argument that leads to the sale.

Checklist

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Identify the critical stages of the customer journey
Anchor required beliefs to the customer journey
Create a marketing campaign based on the customer journey
Focus on creating a shared reality between the marketer and the customer
Use the identified stages to create a systematic approach to marketing

Examples

1 cases

Leadership Coach Example

A leadership coach uses the Customer Journey Framework to anchor required beliefs to the customer journey. By identifying the critical stages of the customer journey, the coach can create a systematic approach to marketing and lead the customer to the sale.

OutcomeThe customer feels confident and informed, and the coach can create a more effective marketing campaign.

Billy Broas, Simple Marketing for Smart People The One Question You Need

Common mistakes

3 traps

Making assumptions about the customer journey

Assuming the customer journey without taking the time to understand their perspective can lead to ineffective marketing campaigns and a lack of trust between the marketer and the customer.

Not anchoring required beliefs to the customer journey

Failing to anchor required beliefs to the customer journey can lead to a lack of effectiveness and a failed sale. Instead, focus on using the identified stages to anchor the required beliefs to the customer journey.

Not creating a marketing campaign based on the customer journey

Failing to create a marketing campaign based on the customer journey can lead to a lack of effectiveness and a failed sale. Instead, focus on using the anchored required beliefs to create a more effective marketing campaign.

Origin story

How this framework came to be

The Customer Journey Framework was developed by various marketing sources, who realized the importance of understanding the customer journey in marketing.

Source

Traced to primary

Source · BOOK

Simple Marketing for Smart People The One Question You Need

Billy Broas & Tiago Forte · 2024

Open source →

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