CUSTOMER JOURNEY: ABM 6

About this book

Your team is generating interest, holding meetings, and sending proposals. But are buyers moving toward a decision—or simply receiving more attention? When opportunities stall, handoffs lose important commitments, and customers struggle to realize value, more activity rarely solves the underlying problem. **Customer Journey: ABM 6 by Murray Vince** is a practical guide to **B2B customer journey management and account-based marketing** for revenue professionals, sales and marketing teams, and small and medium business leaders. It explains how to track buyer progress from initial engagement through qualification, purchase, first value, renewal, and expansion. As Step 6 in Ideovee’s BetterProspecting seven-step ABM process, customer journey management connects account research, people insight, personalized content, and prospect outreach with measurable outcomes and continuous improvement. Inside, you’ll find: - **An evidence-based MQL-to-SQL qualification framework** for deciding when an opportunity is ready for sales. - **An eleven-week worked example** comparing planned activity with actual buyer progress, phase durations, delays, and revised forecasts. - **A buying-group and decision-risk worksheet** covering decision makers, procurement, finance, security, and implementation stakeholders. - **A fixed buyer-effort scale and friction guide** for identifying difficult tasks and organizing recovery actions. - **A promise-to-value approach** that preserves commitments through handoff, confirms customer-recognized benefits, and supports subsequent revenue decisions. - **Measurement and learning methods** for comparing journeys, interpreting incomplete data, and returning field insight to the other ABM steps. The book establishes clear accountability: Marketing owns end-to-end journey tracking and reporting, while the salesperson or business development professional owns the client experience and revenue pursuit. Whether you are building an ABM program or improving an existing B2B sales process, *Customer Journey: ABM 6* provides a framework for understanding what buyers need next, where progress breaks down, and what your business should change. **Make customer progress visible—and give every next step a reason.**