Unlock Growth Guide

GUIDE PRESENTED BY TAE HEA NAHM survivaltothrival.
com
unlock
growth
guide
This guide is a dynamic resource that reflects the latest information as of June 28, 2023.
GUIDE PRESENTED BY TAE HEA NAHM survivaltothrival.com
Hi! I am
Tae Hea Nahm
Founding CEO
Co-Founder
12 Storm Unicorns
Please feel free to contact me on LinkedIn: linkedin.com/in/tnahm

2
Everyone wants to
be a high growth
company
Customers want to back the winner
Investors chasing high growth
Great employees want to join
3
Everyone wants to
be a high growth
company
HOW TO BECOME A HIGH GROWTH
Customers want to back the winner
COMPANY?
Investors chasing high growth SURF
Scale Growth
Great employees want to join
4
Many companies are stuck

at PMF with slow growth
Founders can sell,
but others can’t
SURF
Scale Growth
1 PADDLE
Founder Growth
5
Common answer is
“Just Scale Growth”
But, scale what

and how??
SURF THE WAVE
2 & MOMENTUM
SURF
Scale Growth
Just hire more sales reps
Just spend more on marketing
Just need to raise more $$$

1 PADDLE
or, PMF and great GTM people are
enough for high growth
Founder Growth
6
But, need to Unlock Growth

before Scaling Growth
Feels like catching
the wave
3 SURF
Scale Growth
CATCH
2 THE WAVE
Unlock Growth
1 PADDLE
Founder Growth
7
How to unlock growth?

Combine what customers want
(customer journey) with what
teams do (playbook)
3 SURF
Scale Growth
CATCH
2 THE WAVE
Unlock Growth
I Read the Wave II Right Surfboard III Tune Your Surfboard

1 PADDLE
Customer Journey
Founder Growth Hero Customer Journey Tune your CJ Playbook
Playbook
8
READ THE WAVE
HERO
CUSTOMER
JOURNEY
II CJ PLAYBOOK
III TUNING YOUR CJ PLAYBOOK
9
Want Why the Hero Customer Journey important? How
CHAMPION’S
CUSTOMER CHAMPION HERO CUSTOMER
EMPATHY
(which customer JOURNEY
persona to focus on) (9 step journey defines
customer empathy)
I 10
Customer empathy:
customer centric GTM
Frustrated founder
customers just don’t
get it
How founders view customers.

when the customer doesn’t buy
I 11
Customer empathy:
customer centric GTM
Normally,
customers should not
buy from startups
How customers view startups.

Do you want to be their very first patient?
I 12
Customer empathy:
customer centric GTM CAN BECOME HAVE AN
PLG, SLG, MLG, Inbound
A HERO URGENT PAIN
Get promoted, become Must do something

Exception, industry celebrity Common reason to buy
why buy from a startup? The brave, the few
Why buy NOW vs 6 months from now? If
not, just wait for the safe and easy
“Early customer thinking decision. “In vendor selection, there is
like a cofounder.” more downside
risk than upside.”
Ashwin Ballal, CIO Medallia.
JJ Juergensen, MD of
S2T podcast.
CyberRisk at Barclays.
I 13
The rationale for

the 2 reasons CAN BECOME HAVE AN
My model of a A HERO URGENT PAIN
B2B buyer
Get promoted, become Must do something
industry celebrity Common reason to buy
SMART The brave, the few

Why buy NOW vs 6 months from now? If
not, just wait for the safe and easy
LAZY
“Early customer thinks decision. “In vendor selection, there is
like a cofounder.” more downside
risk than upside.”
Ashwin Ballal, CIO Medallia.
LOOK GOOD
JJ Juergensen, MD of
S2T podcast.
CyberRisk at Barclays.
I 14
Urgent Pain starts the

Customer Journey with you
Customer Journey will not start without an Urgent Pain
Customer Journey outlines the customers’ perspective of you:

“outside-in” view. Customer journey is not the internal GTM
stages (from your CRM). The “inside-out” view
#visitor #lead #opp #win #reveal&expand
#upsell #happycustomer
WAVE = Customer Journey
I 15
How to find the Urgent

Pain? Curiosity
April Koh, Spring Health CEO, on
How She Found the Urgent Pain
“Another pitch to healthcare executives was

just flopping, and no one was listening.
At the end of the pitch, one executive says to

me, ‘You should talk to our HR department,
because our employees, physicians and
nurses are really struggling with burnout and
serious issues like suicide, and so maybe your
tool can help them.’
I was desperate. So, I asked and took the

intro.
April Koh, founder and CEO of
My pitch to HR was the first time anyone ever Spring Health, read Survival to
listened to my entire pitch without looking at
Thrival around $1m in revenues.
their phones, even though it was a very early,
rough unpolished pitch. We knew that we In 4 years she was able to bring
were onto something at that point.” the company to a “healthy 9
figure” revenue.
I 16
3 Step Process to find

the Urgent Pain
How to find the
1. Cast a wider net outside the
Urgent Pain?
founding idea (feels like heresy)
Visualizing how April Koh found Spring Health’s Urgent Pain,
2. Find the spot with the most Urgent
think about drilling for oil…
Pain
- Easy to Measure the Urgent Pain: time

from awareness to 1st meeting (not the : AI for Mental Health
same as closing!)
Who?
- Drilling Method: deal by deal grind,
(Latitude)
best content, best search term, best
social, how SDR gets the 1st meeting
primary health care FOUNDING IDEA
3. Identify map coordinates of the
providers
Urgent Pain
- Latitude (Ideal Customer Profile)

employers URGENT PAIN
- Longitude (Ideal Use Case)
How Use?
I clinical decision personalized care plan 17
(Longitude)
support tool,
After “why buy now,” the

customer asks “why you?”
After Urgent Pain, need a simple and
compelling wow
Wow changes their body language. “Leans in. Tell me

more!” Wow causes prospect to engage & invite boss and
colleagues. Can be a feature, demo, slide, report, customer
quote. You don’t decide the wows. Your customers do.
Ideally, have a new wow for each major meeting.
I 18
After “why buy now,” the

customer asks “why you?”
After Urgent Pain, need a simple and
compelling wow
Easy to use: SOC 2 compliance Easy to use: Transparent
interface + dashboard with pricing, Short-term contracts,
Wow changes their body language. “Leans in. Tell me automatic daily updates Ready to run in 24 hours
more!” Wow causes prospect to engage & invite boss and
colleagues. Can be a feature, demo, slide, report, customer
quote. You don’t decide the wows. Your customers do.
Ideally, have a new wow for each major meeting.
Save time: selective wipe feature Shocking insight: Show in 24
Strategic Future: Enterprise hours, which employees had
App Store - private app store for nuclear keys capable of
companies destroying all data
I 19
Need two different wow’s!

Date wow and Marry wow
Date Wow helps you get Marry Wow helps you

a date (ie 2nd meeting get married (ie win the
Advice: Have product team focus after the blind date) deal)
on the date wow and marry wow
● Helps champion build
(most ignore the date wow) ● Helps convert prospect into
internal consensus.
a champion (excites the
● Usually addresses being
champion)
the right long term
● Usually addresses the
solution (ie strategic)
urgent pain.
● Help bottom of the funnel.
● Help top of the funnel.
I 20
st
1 contract: when your
champion gets anxious
The company celebrates the win!!!
BUT, your champion has a different reaction:

Company Champion
“When we made the decision to adopt a startup at my
company, the stakes were high. The product had to work. If
there was even one small blip [with my internal users,] it would
have been curtains for me.” JJ Juergensen, MD of CyberRisk at
Barclays and Former MD of IT at Morgan Stanley.
Advice: Have empathy for the customer
I 21
1st value: when your

champion feels relieved
This is when the company should actually celebrate the
win!!! Champion receives social affirmation: peers/boss say
-- “you made the right decision”
Company Champion
Advice:
● Completing onboarding is not the same as 1st value
● Find what usage milestone reflects 1st value (to drive team)
● Minimize time to 1st value
● Reduces sales cycle
● Reduces churn risk
● Enables Product Led Growth
● Reduces stress on Date/Marry wows
I 22
Three key milestones

to drive customer adoption
Standard workflow means at least x New use cases may require different
core users actively use the product. core users (and different champions).
Requires defining core user and Ideally, the new use case has same
active usage. Must achieve standard champion (ie in an adjacent and
workflow before your champion complementary category, which
leaves. results in a “mega category”)
Full deployment means at least 80% Advice: have the right

of the potential core users actively
usage metric (discussed later
use the product. Ideal goal is to
in growth)
become the workflow and data
platform for the core user.
I 23
Customer journey ends with your

champion becoming a hero
Champion became a hero: promotion and/or industry celebrity
Manager Director/VP CMO

Email Marketing Demand Generation Generating Pipeline
Advice: Connect champion’s metrics to those the

CEO or board cares about. That is the hero report.
I 24
The power of
Hero Stories
Hero stories drive thought leadership and community
Showcase Thought Leadership = Community =

Hero Stories Path to Hero Current & Want-to-be Heroes
Not just customer case studies. “Not about “Marketo successfully built a massive “Community is a tribe of customers,
showcasing success with your product. community with educational marketing that prospects, partners and influencers. Every
Instead, these stories should showcase your drove the company’s growth. At Marketo, member benefits from the community’s
champions’ success as crusaders of change the first line of blog was written before the collective knowledge and transformative
in their companies. Make your champion first line of code. The seed of “teaching” to crusader stories. The next member is
(not your offering) the central hero of the create a tribe was planted early and smarter than the previous.”
story.” Chandar Pattabhiram, CMO Coupa germinated the larger concept of the
& Marketo Marketing Nation, which became a
community of thousands of passionate
marketers.”
I 25
Hero Customer Journey

is the foundation to
Unlocking Growth
Acquire new customers
Advice: Many times the root cause of
● Must address an urgent pain
a GTM problem is a poor Hero with its ICP and ideal use case
● Need clear and compelling
Customer Journey milestone Date and Marry wow’s
● Have fast time to 1st value
● Need hero stories
Grow existing customers

● Have fast time to 1st value
(gain champion’s confidence)
● Become standard workflow
(before champion leaves)
● Drive key usage metric
● Make champion a hero (share hero
report)
I 26

is easy to measure
Advice: Must measure the Hero
Customer Journey milestones
Active Committee
Aware st
1 Engage 1st Contract Onboard
Engage Approval
I # days conversion % conversion % # days 27


defines customer empathy
Impact:
● Builds customer empathy by understanding your
champion’s challenges, fears, sentiments and goals
I 28

becomes the common
framework and vocabulary
Impact:
● Get everyone to agree on the same customer journey

● Necessary foundation for GTM execution
I 29

becomes the common
framework and vocabulary
Impact:
● Get everyone to agree on the same customer journey

● Necessary foundation for GTM execution
But, how do you use the HCJ

to drive company
execution?
I 30
I HERO CUSTOMER JOURNEY
II
RIGHT SURFBOARD
CUSTOMER
JOURNEY
PLAYBOOK
III TUNING YOUR CJ PLAYBOOK
31
What is the
Customer Journey Playbook
Want How
CUSTOMER CHAMPION’S HERO

CHAMPION
EMPATHY CUSTOMER JOURNEY
+
GTM EXECUTION REPEATABILITY PLAYBOOK
II 32
What is the
Customer Journey Playbook combines your Hero
Customer Journey with your GTM playbook
+ =
HERO CUSTOMER JOURNEY DIFFERENT PLAYBOOKS CUSTOMER JOURNEY PLAYBOOK
What customers want? What the team does? Right Playbook

outlines the customers’ journey Documents your internal GTM Surfboard optimized for the wave
with you: “outside-in” view processes (in the CRM): “inside-out”
Advance champion in their journey view. Repeatable actions
II Many GTM playbooks (just google it). But, none combine a playbook with the customer journey 33
Why a GTM Playbook by itself

(ie without the CJ) is insufficient?
Great playbooks fail if the customer journey changes
+ =
HERO CUSTOMER JOURNEY PLAYBOOK WHAT IF THE HERO CUSTOMER

JOURNEY CHANGES?
What customers want? What the team does? ● Urgent Pain disappears due to
outlines the customers’ journey Documents your internal GTM changing market (eg Zoom/Covid)
with you: “outside-in” view processes (in the CRM): “inside-out” ● Date Wow no longer effective due to
Advance champion in their journey view. Repeatable actions competition (eg Zoom/Google)
● Resembles surfboard with no fins
II 34
Why Customer Journey playbook is so important?

Hero Customer Journey + Playbook = Magic. It repeatedly works!
+ =
HERO CUSTOMER JOURNEY PLAYBOOK CUSTOMER JOURNEY PLAYBOOK
What customers want? What the team does?

outlines the customers’ journey Documents your internal GTM
with you: “outside-in” view processes (in the CRM): “inside-out”
Advance champion in their journey view. Repeatable actions
II 35
How to build a
Customer Journey
Playbook?
1. Layout the hero customer

journey of the champion
2. Match the Customer Journey to

the GTM stages from your CRM
(GTM stages depend on your GTM strategy)
3. Identify the advancers/blockers

for each stage of the Customer
Journey
(Using Deal-by-Deal grind to identify them)
4. Document in the playbook
II 36
1. Layout the hero customer

journey of the champion
(social
(Gets boss’s or affirmation)
(Converts prospect committee’s fast time to
Ideal (remember
to Champion) fast approval) why 1V
Customer Profile (Gets meeting immediately) anxiety!)
relief of UP; show strategic; safe choice
fast time to 1v
Enterprises Execs or
Date Wow#1: employees
Champion UP#1: Execs replace BB with
Secure native email help champion get use secure
iPhone UP#2: Pressure to do anxious native email
Date Wow#2: approval
Mobile IT Manager Bring Your Own Device on their
Selective wipe
iPhone
Boss & Committee
Marry Wow#1:
Enterprise App Store
Marry Wow#2:
Ideal Use Case
full BYOD tool kit
prepared by CS
secure work email on iPhone
II Sample Sales Led GTM Land Playbook: MobileIron 37

2. Match the Hero Customer Journey

to the GTM stages from your CRM
Hero Customer
Journey
Active
CRM Stages Aware 1st Engage Eval Oral Win 1st Contract Onboard
Engage

Advice: GTM stages depend on your

GTM strategy
Hero Customer
Journey
Active
CRM Stages Aware 1st Engage Eval Oral Win 1st Contract Onboard
Engage
GTM Strategy #1: Sales Led Growth GTM Strategy #2: Product Led Growth
1. Urgent Pain (aware/interest) 1. Urgent Pain (aware/interest)
2. Date Wow (1st Meeting) 2. (sign up)
3. Marry Wow (Engagement/Meet others) 3. (trial/eval)
4. (trial/eval) 4. 1st Value (achieve 1st value)
5. (decide/verbal ok) 5. 1st Contract (sign contract)
6. 1st Contract (sign contract)
7. 1st Value (achieve 1st value)
II Sample Sales Led GTM Land Playbook: MobileIron
2. Match the Customer Journey to the

GTM stages from your CRM Example
Urgent Pain Date WoW Marry WoW 1st Contract 1st Value
Aware 1st Engage Active Engage Eval Oral Win 1st Contract Onboard
UP#1: Execs
replace BB with Execs or
iPhone UP#2: employees use
Date Wow#1: Secure native email Date Wow#2: Selective
help champion get approval anxious secure native
Champion Pressure to do wipe
email on their
Bring Your Own iPhone
Device
Marry Wow#1: Enterprise App Store

Boss & Committee Marry Wow#2: full BYOD tool kit prepared by
CS

3. Identify the advancers/blockers for each stage of the Customer

Journey (Using Deal-by-Deal grind to identify the advancers/blockers)
UP#1: Execs
email on their
Device

CS
Channel referral
(AT&T and Smooth
Apple) / handoff from
Known executive reference SE to CS (cust
Advancement Plays Leverage Hero
Demo Date Wow / Customer reference on Date Wow expectations)
Stories / SDR to confirm safe choice
script/SEO/M re
UP & wow
Quality Lead Complete

Ask for boss
Exit Gate Quality Lead Ask for 2nd Ask for eval
to table
Ask for order Sign contract implementation
meeting plan

4. Document in the playbook

(ideally one page)
UP#1: Execs
email on their
Device

CS
Channel referral
(AT&T and Smooth
Apple) / handoff from
Known executive reference SE to CS (cust
Advancement Plays Leverage Hero
Demo Date Wow / Customer reference on Date Wow expectations)
Stories / SDR to confirm safe choice
script/SEO/M re
UP & wow
Quality Lead Complete

Ask for boss
Exit Gate Quality Lead Ask for 2nd Ask for eval
to table
Ask for order Sign contract implementation
meeting plan

Customer Journey playbook

helps unlock growth
April Koh, founder and CEO of Spring Health:
“I cannot understate the importance of Survival to

Thrival to our ultimate GTM Fit and our huge
acceleration…. Two suggestions [from Survival to
Thrival] helped me find GTM Fit.
1) Map out the GTM playbook in a very

scientific way.
2) Really find the wow moments [to drive
conversion in the playbook].”
Listen to April Koh podcast:

How we unlocked growth and became a unicorn.
II 43
Impact of CJ driven Playbook on entire company

More than just unlocking growth
+ =
HERO CUSTOMER JOURNEY PLAYBOOK CUSTOMER JOURNEY PLAYBOOK
What customers want? What the team does? ● Creates customer centric culture by
it works Repeatable actions aligning the entire company behind
helping customers advance along their
journey and become heroes
● Provides a way to fix GTM problems with a
cross-functional approach – next section
II 44
I HERO CUSTOMER JOURNEY
II CUSTOMER JOURNEY PLAYBOOK
III
TUNE YOUR SURFBOARD
TUNING YOUR
CJ PLAYBOOK
45
Want How
CUSTOMER CHAMPION’S HERO

CHAMPION
EMPATHY CUSTOMER JOURNEY
+
GTM EXECUTION REPEATABILITY PLAYBOOK
ASSIGN TO CJ Playbook GUIDES the

FIX GTM PROBLEMS RESPONSIBLE PARTY CROSS FUNCTIONAL team
(Wrong answer -- individual solution) to FIX GTM problem
III 46
How to fix your GTM problem with the CJ Playbook?

2 Examples: poor conversion after 1st meeting and poor onboarding
Marketing
Sales
Customer Success
Committee
Aware 1st Engage Active Engage 1st Contract Onboard
Approval
poor conversion after 1st engagement poor onboarding
III 47
Poor conversion after 1st meeting

Common approach: Assign GTM problem to the Responsible party
Marketing
Sales
Customer Success
Committee
Approval
Assume GTM problem is poor

conversion after 1st engagement
Who’s responsible for that stage? Sales.

Sales owns the fix. Sales to revise 1st
meeting plays.
Other teams assume this is a sales

problem and work on their priorities .
III 48

Cross functional teams often fail to work in coordinated manner
Marketing
Sales
Customer Success
Committee
Approval
Assume GTM problem is poor

conversion after 1st engagement
Each team has their own opinions and

pursue own solution as silo’s
Need guidance on how to work in a Sales Product

cross-functional team
Customer
Marketing Success
III 49

Cross Functional addressing relevant Customer Journey milestones
Marketing
Sales
Customer Success
Committee
Approval
Is product team working on a date wow?

many don’t, because very hard to get
customer feedback
III

Marketing
Sales
Customer Success
Committee
Approval
Is marketing generating right leads for sales?

Are the leads’ urgent pain aligned with date wow?
Marketing Sales Marketing looks good!

New pipe growing
New Pipe Cumulative % won by quarter
Cohort
0Q 1Q 2Q 3Q But, sales can’t close
the new pipe.
Q2 $1.0m 10% 13% 17% 20%
Marketing pushed new use
Q3 $2.0m 9% 14% 17% 21%
case, and sales wasn’t ready.
Q4 $5.0m 2% 7% 8%
Marketing’s urgent pain not
match Sale’s date wow
Q1 21 $6.0m 1% 7%

Marketing
Sales
Customer Success
Committee
Approval
Are Product and Customer Success reducing time to 1st Value?
1 Fast time to 1V drive Product Led Growth # paying self-

serve customers
Self-serve exploded because

product got easy enough
Time to 1st Value
(minutes)
2 Fast time to 1V applies to Sales Led Growth too.

individuals try, companies buy

Marketing
Sales
Customer Success
Committee
Approval
Are Product and Customer Success working on hero stories?
III

Marketing
Sales
Customer Success
Committee
Approval
Cross-functional team to solve 1st meeting conversion:
● Led by sales
● Solve underlying problems in the Hero Customer Journey:
○ Date wow by product
○ Urgent Pain (leads) by marketing
○ Time to 1st value and Hero Stories by product and
customer success
III
Another example: Poor onboarding

Marketing
Sales
Customer Success
Committee
Approval
Cross-functional team to solve 1st value:
● Must agree on what is 1st value (not onboarding)

● Led by customer success
● Solve underlying problems in the Hero Customer Journey:
○ Time to 1st value and Hero Stories by Product and
Customer Success
○ Setting right expectations for 1st Value by Sales and
Marketing
III
Tuning your CJ
Playbook:
Tune your
Surfboard
CJ Playbook GUIDES the
cross-functional team on how
to fix the GTM problem
Assign responsible party to fix

the GTM problem (solution is
outside the responsible party’s
control)
III 56
Unlock Growth with

3 SURF
Scale Growth
CATCH
1 PADDLE
2 THE WAVE
Founder Growth
I Read the Wave II Right Surfboard III Tuning Your Surfboard

Unlock Growth
Hero Customer Journey Customer Journey Playbook Tuning your CJ Playbook
● Defines Customer empathy ● Makes Hero Customer Journey ● CJ Playbook guides cross functional
● Is easily Measurable executable team on how to fix GTM problems
● Creates common framework & ● Creates customer centric culture ● Breaks silos by aligning entire
vocabulary for customer empathy by aligning entire company around company around making champion 57
and GTM making champion heroes heroes
Another
SUMMARY …
58
Many startups hit a wall in their

journey to becoming a unicorn!
SCALE GROWTH
Category Leader
$100m ARR and doubling
GO-TO-MARKET
Unlock growth
>$2.5m/Q
PRODUCT MARKET
Happy Customers
$1m ARR and 10-20 customers Most startups find PMF, but
struggle to unlock growth
59
Understand the Customer Journey with

Empathy for Your Customer
SCALE GROWTH
Category Leader
GO-TO-MARKET
Unlock growth
Why buy now? Why you?
Understand the Urgent pain with its map Why OK? Why strategic?
1 Date &
1st Value Hero stories
Hero Customer Journey coordinates: ICP and IUC Marry Wow
PRODUCT MARKET
with an Urgent Pain Happy Customers
60
Understand the Customer Journey with

Empathy for Your Customer
SCALE GROWTH
Category Leader
2 Build Customer Journey Playbook
GO-TO-MARKET
Unlock growth
1 Date &
PRODUCT MARKET
61
Get Ready to Scale Growth: know

“What and How to Scale”
SCALE GROWTH
Category Leader
3 Tune CJ Playbook with cross functional effort
2 Build Customer Journey Playbook
GO-TO-MARKET
Unlock growth
1 Date &
PRODUCT MARKET
62
Thank you!
Please feel free to contact me on

LinkedIn: linkedin.com/in/tnahm
63

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GUIDE PRESENTED BY TAE HEA NAHM survivaltothrival.

Please feel free to contact me on LinkedIn: linkedin.com/in/tnahm

Investors chasing high growth

Great employees want to join

Many companies are stuck

But, scale what

Just spend more on marketing

Just need to raise more $$$

But, need to Unlock Growth

How to unlock growth?

I Read the Wave II Right Surfboard III Tune Your Surfboard

READ THE WAVE

III TUNING YOUR CJ PLAYBOOK

Want Why the Hero Customer Journey important? How

How founders view customers.

How customers view startups.

Get promoted, become Must do something

The rationale for

SMART The brave, the few

Urgent Pain starts the

Customer Journey outlines the customers’ perspective of you:

How to ﬁnd the Urgent

“Another pitch to healthcare executives was

At the end of the pitch, one executive says to

I was desperate. So, I asked and took the

3 Step Process to ﬁnd

- Easy to Measure the Urgent Pain: time

- Latitude (Ideal Customer Proﬁle)

After “why buy now,” the

Wow changes their body language. “Leans in. Tell me

After “why buy now,” the

Need two diﬀerent wow’s!

Date Wow helps you get Marry Wow helps you

BUT, your champion has a diﬀerent reaction:

Advice: Have empathy for the customer

1st value: when your

Three key milestones

Full deployment means at least 80% Advice: have the right

Customer journey ends with your

Manager Director/VP CMO

Advice: Connect champion’s metrics to those the

Showcase Thought Leadership = Community =

Hero Customer Journey

Grow existing customers

Hero Customer Journey

I # days conversion % conversion % # days 27

Hero Customer Journey

Hero Customer Journey

● Get everyone to agree on the same customer journey

Hero Customer Journey

● Get everyone to agree on the same customer journey

But, how do you use the HCJ

I HERO CUSTOMER JOURNEY

CUSTOMER CHAMPION’S HERO

HERO CUSTOMER JOURNEY DIFFERENT PLAYBOOKS CUSTOMER JOURNEY PLAYBOOK

What customers want? What the team does? Right Playbook

Why a GTM Playbook by itself

HERO CUSTOMER JOURNEY PLAYBOOK WHAT IF THE HERO CUSTOMER

Why Customer Journey playbook is so important?

HERO CUSTOMER JOURNEY PLAYBOOK CUSTOMER JOURNEY PLAYBOOK

What customers want? What the team does?

1. Layout the hero customer

2. Match the Customer Journey to