Model Overview Report

Creating Journey Maps To Enable Buying Decisions

January 1st, 2018


Portfolio marketers are responsible for understanding buyer personas and gathering insight into their buying behavior. Journey mapping identifies buyers’ patterns of interactions, content consumption and engagement. Create persona-based journey maps upstream in the go-to-market process to inform downstream marketing and sales enablement. In this report, we describe how portfolio marketers can develop buyer’s journey maps to understand buyers’ interaction and content consumption patterns and increase the effectiveness of their tactics, content, and sales enablement.

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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.