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3 Reasons to focus on the customer journey at Series A

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Lindsey Meyl
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Achieving operational excellence has unique challenges at each company stage, but I've found that Series A is the most difficult for revenue operations. This is because operational infrastructure depends on processes, and in Series A, you have to be exceptionally thoughtful about what processes are appropriate.

The area I usually start, especially for a Series A, is the Customer Journey, aka Customer Bowtie. To be clear, I’m not talking about the sales process; I’m talking about a true end-to-end Customer Journey that includes your entire GTM organization.

Here are three compelling reasons why focusing on the Customer Journey at Series A can make a significant impact:

1. Foundation for Processes: The Customer Journey serves as the bedrock upon which other processes rely. By defining the stages, experiences, and actions within broad Customer Journey milestones, you create essential flexibility. This approach strikes a Goldilocks balance—broad enough for adaptability yet structured enough to identify patterns as stages are clearly defined.

2. Product and GTM Alignment: Given that product development inherently involves understanding the Customer Journey, your Product team likely already possesses insights into these stages. Leveraging the Customer Journey becomes an effective way to align Product and GTM efforts seamlessly.

3. Proof Points for Product Market Fit: Series A companies often grapple with the subjective nature of Product Market Fit. The Customer Journey, when set up diligently, becomes a powerful tool for identifying patterns that validate or refine your Product Market Fit. It ensures that the post-purchase journey, often overlooked in the early stages due to acquisition focus, receives the attention it deserves.

By rallying your organization around consistent terms and definitions of the Customer Journey, you pave the way for alignment in actual end-to-end revenue management. This strategic focus not only addresses Series A challenges head-on but also establishes a robust foundation for operational excellence as your company grows.


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