Do you know what your customers’ path to purchase looks like? If your marketing department is like most others, you may have it set up like a city street where your customers move from Point A to Point B in an orderly procession.
It’s not that simple in the real world, especially for complex or high-consideration purchases like appliances, luxury travel, or sports gear. The path is more like a cross-country road trip instead of a bus ride across town, fraught with rest stops, potholes, missed exits — and maybe even a breakdown along the way.
