Sales & Marketing Strategy

We enable your organization to stop making marketing and creative decisions in a vacuum and begin making your customers the north star of your strategy & customer experience.

What is Customer One?

Imagine being able to identify, engage and convert your highest-value customers for less money, time and effort than you currently spend on sales and marketing. Believe it. Because it's possible with Customer One, a unique consulting engagement from Conduit that will help you understand your customers in a way you never have before.

You have a problem

Sales thinks that marketing isn't generating enough quality leads. Marketing says sales isn't doing enough to convert the leads they give them. And leadership is fed up with all the finger pointing but doesn't have the data to uncover the truth.

Guess what? It's nobody's fault. And you are not alone.

Without the right data, your people are forced to make their best guesses - from who to target with what messages to the technology platforms and partners they use to execute their plans and report results. If they work in organizational silos, like most companies, the data they get to make those decisions is not the same.


Different data can lead to drastically different conclusions.

Everything we do at Conduit Innovation is designed to break down the silos and misalignment that cause bad decisions, mistrust and missed quotas. We do this by delivering a unified set of data that is obviously vital to the success of your business that your people will eagerly align their strategies, processes and technology around it.

That data is the truth about your customers.

The truth is out there. It's called Customer One.

We all know that buyers are in charge of their own buying journeys. So, we build our customer personas and journey maps. We invest in the latest CRM, marketing automation and social selling tools. We develop a metric ton of content. And still, we aren't meeting our sales and marketing objectives. Worse, we're not even sure which investment or campaign is truly paying off.

Our Customer One methodology goes way beyond buyer personas. We help you build a better buyer's journey- one that maps to your historical sales data - to deliver hyper-focused, personalized content and offers to attract, acquire and retain only the most valuable customers and prospects for your unique products or services.

What you want to do.
What you “think” you need.
What you really need.

How does it work?

Here’s a high-level look at a typical Customer One engagement.


Voice of Customer (VoC)

We conduct voice of the customer interviews with your customers, past customers and prospects to go beyond job titles and demographics and learn the real emotional triggers that make them want them to learn about your company, make a purchase, and remain a customer for life.

This processes can close the gap between what you think you know about your customers and how they actually feel about and engage with your company.


Voice of Employee

Our Voice of Employee process is designed to examine the behavior of your employee segments across a variety of factors inclusive of how their interact, their beliefs, desires, motivations and finally actions. 

Understanding in-house employee means discovering the real reasons behind their behavior. We identify those external forces enabling you to hyper target , predict & influence behavior of the “right” person for your business's growth.

  • Align Employee Roles & the Value You Provide
  • Develop Context Based Employee Profile Segments
  • Link Profile Segments with Business Impact
  • Uncover External Factors Shaping Behaviors
  • Validate Internal Opinions About Employee Motivations
  • Reconcile Insights to Create Survey
  • Conduct Virtual Video Interviews
  • Synthesize Feedback and Results to Create Final Personas and Journey Maps

Marketing Strategy

What Forces Currently Undermine Today’s Marketing Strategies?

  • Unrealistic and hollow goals
  • Fragmented digital marketing tactics 
  • Inability to measure marketing attribution
  • Your customers’ resistance to be sold anything anymore
  • Your current and future customers being tone deaf to things that are not both relevant and helpful to them

Customer-Centricy Solution

Customer Centricity allows you to be able to identify, engage, and convert your highest-value customers for less money, time and effort than you currently spend on sales and marketing.

Setting Priority and Focus

  • Append customer target segments with historical sales and marketing behavior as a mechanism to plan outbound activity
  • Leveraging that behavior to align resources and tactics around customers’ buying habits and decision-making processes
  • Prioritize these efforts given the seasonal patterns of customer segments

Build a High-Value Customer Acquisition and Retention Plan

We build a comprehensive marketing strategy designed to maximize customer engagement, as well as your sales and marketing spend, by delivering exactly the right information to the right high-value customers and prospects at the right time in their journey.

Our team will take a granular look into your sales performance metrics and work with your sales and marketing teams to ensure that your new customer acquisition and retention plan is realistic, obtainable and measurable.

  • Budgeting and Goal Setting
  • Qualitative Voice of Customer data
  • Quantitative Attributes
  • High Leverage Tactics (easy, predictable ROI)
  • Low Leverage Tactics (difficult, unclear ROI)
  • Top-down approach based on values and ROI
  • Bottom-up approach with Account Managers to Gatekeeper sale and mass marketing to customer
  • Long Term Plan
  • Short Term Plans and Sprints

Value Proposition & Messaging

We work with our clients to create a multifaceted unique value proposition (UVP) that resonates with their valued customers based on use qualitiative and quantative data and customer insights. Individual components of the UVP should resonate with specific customers in specific market segments, geared particularly to customer motivations and pain points.

A cohesive and specific UVP that has the above attributes will then allow Sales and Marketing to develop a strategy with relevant messaging that can be distributed via appropriate channels at the right time of their customer experience funnel.

Ready to begin?