Customize this map for your business — rename stages, adjust KPIs, and reassign ownership. The customer outcome for each stage is the experience your customer should have. When every department meets or exceeds these outcomes, growth increases and churn decreases.
Land
Deliver
Grow
At Risk
1
The Aha!
— Land new customers
Awareness
KPIs
Engagement, Leads
Owner
Marketing
Customer Outcome
"I understand my problem and its cost."
Consideration
KPIs
MQLs, SALs
Owner
Marketing and Sales
Customer Outcome
"I know my options and their pros and cons."
Decision
KPIs
Customer count, bookings
Owner
Sales
Customer Outcome
"I'm ready to move forward with my preferred solution."
2
The Handoff
— Deliver on the promise
Onboarding
KPIs
NPS-T (transactional)
Owner
Customer Success
Customer Outcome
"I'm able to use the solution and it meets expectations."
Billing
KPIs
Backlog, AR aging
Owner
Finance
Customer Outcome
"No surprises in my bill."
Support
KPIs
Ticket count, resolution time, NPS-T
Owner
Support
Customer Outcome
"They solved my issue."
3
The Flywheel
— Grow and compound
Adoption
KPIs
Usage, NRR
Owner
Customer Success & Product
Customer Outcome
"I'm realizing the full potential of the solution."
Expand
KPIs
Bookings, share of wallet
Owner
Sales
Customer Outcome
"I'm ready to buy more."
At Risk
KPIs
Usage, churn
Owner
Customer Success
Customer Outcome
"We're back on track."
Advocacy
KPIs
NPS-R (relational), referrals
Owner
Marketing
Customer Outcome
"I recommend this solution to my peers."
How to Use This Map
Assign ownership at each stage. Conduct periodic cross-functional reviews to assess KPI performance. Identify quarterly priorities to address shortfalls in the customer experience. The customer outcome statements are the experience standard your team is delivering against.
Why This Matters
Companies that actively manage the customer journey gain a competitive edge. When every department meets expectations at every stage, growth increases, churn decreases, and customers become your most cost-effective sales force.