The role of sales in customer journey mapping

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Your sales process: Knowing the journey your customer takes is half the battle. It’s equally important to map out what the salesperson’s journey will look like, too. For example, as you map out the journey a customer takes in the consideration stage, you can also map out the actions that your customer-facing teams can take proactively to help your prospect see why your business is a better fit for them than the alternatives.
Your sales tool roadmap: Using the right sales tools at crucial moments in the customer journey makes your work much easier, and can increase the effectiveness of your sales process. When you create a rough map of which tools to use at which stage and how to use them, you make your work that much easier, and the sales journey that much smoother.
6. Monitor results and make improvements
Once you’ve mapped out your customer journey, you may spot opportunities for improvement. For example, maybe there’s a common question or pain point you could address with your website content. Or you might need to add to your sales team or provide additional tools to enable your team to reach out to prospective customers more quickly.

Of course, improving your customer journey isn’t a one-time thing. Continuously monitor your process and test adjustments as you go to improve your results over time.

One of the best tools for tracking and improving your customer journey is a customer relationship management (CRM) system. With a CRM, you can define your sales process, automate sales tasks, and track your sales results.

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It should be obvious that salespeople should be guiding and enriching the organization’s understanding of the customer personas, as these personas inspire the actions that drive revenue. But what specifically is your role in this process?

‍Gather intelligence
Are attitudes and concerns shifting among your marquee customers? Are they influencing other buyers in a way that will affect future revenue? Are there shifts going on that affect entire market segments or that call for changes in the way your company views an important customer persona? As a salesperson, you generally will be the first to discover such shifts.

How this helps:

With knowledge of the emerging trends among your customer base, you can shift the sales journey map as needed. Preemptively knowing what pain points your customers experience helps you to solve them for prospects further up the sales pipeline, cementing trust and developing a good client relationship much sooner in the process.

‍Guide marketing content development
What really works is buyer-centric content, i.e., sales enablement resources that convey value, matched to the needs of specific customer personas. Buyers need you to help them understand how to solve a practical business problem or exploit an opportunity—not just explain features. If your content marketing team isn’t giving you these buyer-centric tools, you need to ask for it.