What is the Blueprint for Success?
The Blueprint for Success is our proven approach for implementing and adopting Outside-In™ Revenue Generation. The process is comprised of three phases: Scope & Strategy, Development, and Adoption. The process begins by aligning to the why, mapping your market’s entire buying journey lifecycle, and then developing with you the optimal strategies your customer-facing roles need to impact it. After that strategy has been created, organizations can then enable this approach with the right training and technology, while supporting and managing the change.
mPath™ is our continuous, consultative, and coached engagement structure that takes clients through the blueprint, developing, enabling, and gaining adoption of an Outside-In™ Revenue Generation Framework. Below is an overview of the three phases and sub-steps, as well as how our different services work together to support the process.
However, this structure is not one size fits all. While these three phases are essential to Outside-In™ success, we offer as much or as little as is required for your organization to adopt the approach. Some organizations may have already mapped their buying journey, surfaced best practices for engaging in their market, or have an effective tech stack implemented and adopted. In cases like these, we are more than happy to use or build on the existing knowledge, training, and resources, helping you take the most efficient route to close the gaps and ensure Outside-In™ success without reinventing the wheel.
The Blueprint for Outside-In™ Success
Market-Partners Inc. is committed to getting you the results you want, faster, and with less risk. That is why we have also made the Blueprint for Success available for free as a detailed guide for developing, deploying, and enabling Outside-In™ Revenue Generation. Click here to download the step-by-step eBook, including step-by-step instructions, best practices, and more.
1. Scope & Setup
Before any project gets underway, it is paramount that key stakeholders are first aligned to the “why.” This includes business drivers, scope, constraints, and desired results. Once aligned, our team of expert researchers can then begin mapping the entire customer buying journey lifecycle. We use in-depth customer interviews, a robust process, and proprietary analysis methods to unlock actionable insights. A comprehensive report is then prepared to illustrate the target market’s entire buying journey with the details of each step, the value drivers, buying concerns and overall buying style. This process provides significant and new insights and perspectives for every organization, as they learn what really happens when a customer moves from interest, through the stages of commitment, to acquisition and adoption.
Based upon a clear understanding of the buying journey lifecycle, we then lead our visioning workshop, wherein stakeholders imagine and align to a better future for the business using these findings. During this process, we also facilitate a process to develop a Market Engagement Strategy. This is a critical stage for determining how the company will go to market and the new responsibilities of customer-facing roles. We then work with you to prioritize initiatives, create ramp and adoption plans, and ensure alignment on next steps.
2. Development
With the overall Market Engagement Strategy determined, both the Market Messaging Matrix and Outside-In™ Customer Buying Journey Navigator can be developed.
We facilitate the process by which the optimal sales, marketing, and business activities are determined that synchronize with each step and player of the buying journey lifecycle. The notion of a sales process is left behind as the entire focus is now placed on how the Customer Buying Journey is actively supported and managed by the organization. The Market Messaging Matrix and Outside-In™ Customer Buying Journey Navigator offer a totally customer-centric roadmap, providing a simple yet highly powerful approach to an effective, scalable, predictable, and managed approach to revenue growth.
This is the critical stage that lays the groundwork for a consistent and effective Outside-In Revenue Generation™. That is why we not only architect, develop, and deliver the required training, but surround our work with project and change management services to ensure a smooth and rapid adoption of the framework. As part of these services, we help lead workshops to ensure the required new responsibilities are assigned, enabled, and managed. Similarly, technology must also be configured and aligned to the framework.
3. Adoption
When it comes to adoption, we know starting with your early adopters is key. They are not a “pilot,” but rather those willing to help benchmark for early results. Their experiences will be used to assess launch readiness, helping us review and refine the necessary amount of change management.
After the rollout, fulfilling the ramp and adoption plans from the Scope & Strategy phase, our team stands ready to provide continued support and help further optimize the approaches.
We believe in bringing together both the quantitative and the qualitative aspects of the system. Analytical dashboards provide the inarguable data and facts, and then the feedback from the front line, and especially from customers, can reveal the story behind the numbers. Measuring and optimization should be a continual process that identifies emerging best practices, market trends and pinch points that represent opportunities for refinement.