Customer Journey Mapping
A B2B journey map that survives contact with a real deal — inputs, outputs, and what it's for.
What this infographic is actually arguing.
Customer journey maps go wrong one of two ways. Either they're so abstract they describe every buyer and help with none of them, or they're so literal they describe one buyer's one purchase and don't generalize. This infographic shows a journey map built to survive contact with a real B2B deal.
Start with the jobs-to-be-done, not the stages. A stage ("awareness") is a timestamp; a job ("figure out whether this category is worth my Q2") is a decision. Buyers don't move through your funnel, they move through their problem, and the jobs they're trying to do are the only stable anchor. Name five to seven jobs, in the buyer's language, not yours.
For each job, map three things: the question the buyer is asking themselves, the content or signal they're consuming, and the move they're trying to make before they talk to anyone. Most of the buyer's journey now happens before a vendor conversation. The goal of a journey map is to make sure your marketing is present in those private moments, not just in the ones where your sales team is on the call.
Name the people. A B2B journey isn't one buyer — it's an economic buyer, a technical champion, a procurement gate, and an end-user sanity check, at minimum. Each one has different jobs at different moments. The map should show who owns which decision and what information they each need to move forward.
Pressure-test against a real deal. Pull three recent wins and three recent losses. Walk each one through the map. The misses are interesting — the moments in the real deal that don't fit your map are the places where either the map is wrong or you're missing coverage.
Journey maps are working documents, not one-time deliverables. Revisit quarterly. The jobs shift as the market shifts, and the map decays silently if nobody's checking.
Stratridge's Win/Loss Review pulls the private-moment signals directly from deal notes, which is the hardest input to collect by hand, and the Positioning Audit flags the stages where your site doesn't match the job the buyer is actually doing.
This infographic is free. The audit is too.
Ninety seconds, no login. Paste your URL and Stratridge returns a Positioning Audit graded against the eight dimensions — so you see where the story on your site lines up with the story this infographic describes, and where it doesn't.