The aim of marketing and sales is to take people on a journey from never having heard of you to being raving fans who buy loyally and tell all their friends. So if you want to understand what marketing excellence looks like then you need to understand how your customers make that journey. And the journey will be different depending on your business, your product and your market.
Some buying journeys are quite short and buyers make their decision quite quickly. Others are longer, involve more stages, and require more support from marketing and sales.
Marketing excellence supports buyers at every stage of their buying decision, all the while building trust and reducing the perceived risk of moving forward.
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