OneGTM insights – explore our thought papers, opinion pieces and articles for insights into the world of go-to-market strategy and execution.

2 August 2018 | Phil Brown

When does a journey begin?

Understanding your customers’ buying journey is a critical element in any successful marketing programme. Yet organisations often think about their customers’ journey too narrowly and, as a result, are missing out on opportunities to engage and influence their customers in the crucial early stages of the decision-making process.

In this article we look at the stages of a buying journey and the questions marketers should be asking themselves to maximise their chances of success.