Buyer's Journey
The buyer's journey is the process a prospective customer goes through from initial awareness of a problem to the decision to purchase a solution. Understanding this journey helps partnership teams align partner touchpoints with each stage.
The buyer's journey describes the sequence of stages a prospective customer moves through before making a purchase decision. It is commonly divided into three phases: awareness (the buyer recognizes a problem or need), consideration (the buyer evaluates potential solutions), and decision (the buyer selects a vendor and commits to purchase).
For partnership programs, mapping the buyer's journey is essential because different partner types add value at different stages. Content affiliates and B2B influencers typically drive awareness, solution partners and consultants support consideration through demos and proof-of-concept work, and referral partners and resellers often close deals in the decision phase.
Aligning commission structures and attribution models with the buyer's journey ensures that every partner is fairly compensated for the stage where they contribute. Multi-touch attribution, for example, can distribute credit across awareness, consideration, and decision touchpoints.
PartnerPulse enables you to design commission rules and attribution models that reflect each stage of the buyer's journey, so partners at every phase are recognized and rewarded for their influence on the path to purchase.
Align partner incentives to the buyer's journey
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Align partner incentives to the buyer's journeyRelated Terms
Funnel
A funnel is a visual model of the customer journey from initial awareness through conversion and beyond. In partnerships, the funnel helps map where different partner types contribute and where leads are lost.
Attribution
Attribution is the process of identifying which marketing touchpoints or partners contributed to a conversion. Accurate attribution ensures that the right partners receive credit and commission for the deals they influence.
Multi-Touch Attribution
Multi-touch attribution distributes conversion credit across multiple marketing touchpoints and partner interactions that influenced a buyer's decision. It provides a more holistic view than single-touch models.
Lead Scoring
Lead scoring assigns numerical values to leads based on attributes and behaviors to rank their likelihood of converting. It helps partnership teams prioritize high-quality partner-submitted leads and focus resources effectively.