Your Business
Needs to Change

An 8-step process whereby any company, in any industry and with any budget can begin to align its current efforts, budget, processes, people, platforms and data to remove the variables that undermine customer satisfaction and overall success.

Maturity Level Evaluation

We perform external benchmarking exercises to stack your organization's capabilities against the industry standards and the competition.

The outome of the exervise is a maturity level scoring and assessment:

• Define Criteria Attributes
• Internal Escalators
• Industry Standards Potential Escalators
• Scoring Ranges and Thresholds (Positive and Negative)
• Analyze industry reports performed by leading independent analyst parties and availavle data platforms

Laying the Groundwork for Benchmarking

Conduit will assemble an initial data model that will append attributes that are applicable to your customers. The attributes will reveal the interactivity between the seemingly disparate customer/ use case/buying behavior data sets. This will allow for a updated segmentation model which provides tactical benefit to your sales team and marketing teams.

• Data Analysis
• ​Segmentation Logic
• Data Benchmarking
• Attribute Mapping
• Funnel/Hourglass Analysis
• Data Model & Initial Segmentation Logic

Baseline KPIs and Goal Setting

While Voice of Customer Analysis, Persona Development & Buyer’s Journey exercises have become necessary staples in effective Acquisition/Retention & Growth strategies, the need to append this qualitative data with actual buying behavioral data has never been more important to make data-driven decisions.
We work with organizations to Identify critical KPIs and align the metrics by business segment that map to business results to measure results against the expectations and goal setting.

• Know who your customer is
• ​Know what they buy
• Know why they buy what they buy
• Know how much they buy
• Know how often they buy

This process lais a solid foundation for the organization to understand and embrace how their customer segments align with each other in addition to how they collectively contribute to the organization's revenue streams to define what "success" means.

Understanding Your Customer

Understanding your customer isn’t as simple as knowing what they buy and why they buy it. We want to know what their environment looks like - what is changing, what is impacting them, what their goals are etc. You are only one piece of your customer's world, so we need to understand their entire context to determine where we
can add further value.

Customer Profiles

We craft customer persona profiles based on shared attributes and commonalities. However, unlike traditional buyer personas, we map your historical sales data against these personas to determine the real (sometimes hidden) monetary value of each.

By identifying your highest value customer personas, their careabouts and triggers, we can help you increase revenue and your ROI with a hyper-focused sales and marketing plan for attracting, acquiring and retaining more of them.

Understanding the Customer of Your Customer

Though we are often a layer or more removed, our customer's customer is just as impactful on our business
as our customer. Having knowledge of their context: the forces shaping their business, and their priorities and
challenges, helps us understand how they operate, and how that impacts our customer and us. This provides us with an opportunity to be a problem solver for our customer by helping them help their customers.

Knowing everything about your customers is not as beneficial as knowing exactly what you need to know about your customers. The lives of Marketers are not getting easier, they are in fact becoming more difficult. The biggest value that understanding your customers and their subsequent behaviors provide a business is the ability to prioritize what you focus on and who you focus on. 
 
Having the luxury of knowing:

• What you focus on (the business impact)
• Who you focus on (the type of customer)
• Informs what Marketers do (the activity)

The missing link in aligning the subject of your focus, the activity and it’s corresponding business impact is the contextual detail behind that customer’s actions. We believe a succesful data model combines...

• Customer profiling measures
• Considers the purchasing lifestyle (consumer) or business environment (B2B) that shape the behavior of customers
• Actual customer buying behavioral data (sales data)
• Historical Sales, Marketing & Customer Experience KPI’s 

Data Deep Dive

We identify all the places where relevant and useful data is locked within silos throughout your organization and bring our customer-centric approach to a deep-dive analysis of all of your historical sales and marketing data performance.

Data Modeling

We then build a new data model based on a collection of common customer attributes and segment them into logical groups most important to your business.

Data Enrichment

We map your historical sales data against your personas to determine the real (sometimes hidden) monetary value of each. This provides both marketing and sales with a highly focused list of high-value targets to develop an integrated customer acquisition and retention program.

See Customer One for more information.

Data Gap Analysis

We identify gaps in data and data quality and develop a strategy to solve the problem.

Data Alignment

We share our findings with your leadership team and help align sales and marketing with the customer goals identified in the new data model.

Data Run

We ingest all your raw data where it lives in your various systems and begin to model it out—using key customer attributes and KPIs to power our analysis.

Data Readout

We present our findings and help you prioritize your sales and marketing spend on the target segments most likely to fuel your company’s success.

MarTech Roadmap Design

We recommend the appropriate technology platforms and vendors that meet your requirements at each stage in a fully integrated marketing, sales, and customer experience journey. We share our recommendations and the key features and attributes that led us to our decision.

Conduit Innovation’s 11 Principles for Technology Recommendations

1. The overarching strategic goals of the company
2. The current state of the technology stack
3. How users of the current tech stack leverage the tools they have
4. Feedback to understand shortcomings & opportunities
5. Qualitative/Quantitative behaviors of customers & data requirements
6. Activities, processes & automation that form a strategy for growth
7. Industry standards & best practices
8. Future scalability considerations for strategic goals
9. Tangential systems & potential integration considerations
10. Cost to maintain, support & service
11. Maximum adoption through a 360-degree Technology UVP

Implementation Support

We help you gain alignment and agreement across all internal stakeholder teams and make recommendations for how to proceed depending upon your unique requirements and objectives. This could include managing the implementation and integration process with third-party vendors or developing an integrated reporting solution for all your key stakeholders.

Areas of Focus

• Ease of use
• Integration capabilities
• Implementation timeframe
• Recurring costs