The Value Path represents a fundamental breakthrough in understanding customer progression. Instead of forcing people through manufactured stages like MQL and SQL, it enables organizations to recognize and support natural progression patterns.
The 8 Stages
- AUDIENCE - Anonymous discovery and early curiosity
- RESEARCHER - Active investigation and comparison
- HAND RAISER - Authentic signals of readiness
- HERO - Internal champion building organizational case
- VALUE CREATOR - Active implementation and early wins
- ADOPTER - Optimization and expansion
- ADVOCATE - Natural referral generation
- CHAMPION - Industry leadership and co-creation
Why It Matters
The Value Path eliminates 25 years of accumulated complexity from the Demand Waterfall era, creating unified progression that matches actual human behavior rather than fighting against it.