| Common Titles | |
|---|---|
| Role/Responsibilities | |
| Company Size (Headcount) | |
| Location | |
| Business Model / Industry | |
| Annual Revenue | |
| Company Structure | |
| Organizational Culture | |
| Number of Years in Business | |
| Distribution Channels | |
| Target Market | |
| Technology Adoption | |
| Values | |
| Goals (in the context of a key process) | |
| Challenges (in the context of a key process) | |
| KPIs and Success Metrics | |
| Decision-Making Factors | |
| Technology Stack | |
| Risk Tolerances | |
| Information Sources | |
| Other Key Info (eg: Number of Users) | |
| Key Terms / Lexicon |
| The business processes B2B buyers were looking to improve and why | *In B2B solutions are always supporting some process. The solution you sell, whether it’s a product or service, is evaluated by buyers in the context of this core process. ****Having these processes mapped out gives your team insights into how your solution contextually fits into the worldview of your ideal buyers.
Voice of Customer Quote:* | | --- | --- | | How problems manifest in these processes | *The challenges or issues getting in the way of a buyer's success within the core process mapped out above.
Voice of Customer Quote:* | | Category Entry Points / Specific triggers or catalysts for seeking a solution | *The identified reasons a buyer moves “in-market” and prioritizes making a change. It can be one of the challenges listed in the previous section (or a series of them). A catalyst can also be very specific events such as a new hire, expansion into a new market, the launch of a new product line, needing to maintain a compliance regulation or anything that is distinct to your ideal buyer’s role or business.
Voice of Customer Quote:* | | B2B Buyers Research Process and Trusted Sources of Information | *Where buyers gather information on the approaches and solutions that make sense for their business
Voice of Customer Quote:* | | How a B2B Buyer Evaluates Their Shortlist and Builds a Consideration Set | *The information buyers want to reduce their perceived risks and eliminate vendors that seem less credible and less relevant
Voice of Customer Quote:* | | How B2B Buyers Evaluate Their Consideration Set | *The information buyers and other members of a buying committee need to select a vendor
Voice of Customer Quote:* | | The vendor's and solutions buyers compare you against | *Buyers will compare you against a range of options, ones that are similar to you and ones that aren’t. Historically, we call these direct and indirect competitors
Voice of Customer Quote:* | | Value Proposition aka “Why We Win Deals” | *The reason you are winning against other competitors
Voice of Customer Quote:* | | Other Members of A B2B Buying Committee | *Who is involved and their level of influence on a purchase
Voice of Customer Quote:* |