A customer journey continues after the form. Looking at what happens next can reveal questions that campaign reporting alone cannot answer.
AT A GLANCE
The useful takeaway.
Define the people, information and stages behind the handover before deciding what to automate.
Follow one enquiry.
Choose a recent enquiry and trace its path through the business. Where did it arrive? Who saw it first? Was the information complete? Who was responsible for responding? Start with the actual process rather than the intended one.
Give each step an owner.
Identify who receives, qualifies, responds to and updates each enquiry. Make the handover visible. A shared understanding of the stages matters before deciding which parts to automate.
Agree what the stages mean.
An enquiry, a qualified opportunity and a sale are not interchangeable labels. Define the stages in terms your marketing and sales teams both understand, including what information is needed to move between them.
Use automation with a purpose.
A notification, assigned task or relevant follow-up can help when it supports a defined workflow. Decide what the action should achieve, who remains accountable and what happens if the automated step cannot complete.
Bring the learning back.
Review what customers ask, which enquiries are relevant and where the journey stalls. Those observations can inform the offer, landing page and campaign brief. The conversation between marketing and sales should continue after launch.
BRING THIS TO THE CONVERSATION
Your next-step checklist.
- Trace one real enquiry from arrival to response.
- Give every handover a named owner.
- Define enquiry, opportunity and sale separately.
- Bring sales feedback into the next campaign review.
CONNECT THE THINKING TO THE WORK
CRM & automation