The Value Path
Relationships don't jump from "stranger" to "customer." They progress through natural stages of trust, engagement, and mutual value creation.
The Core Idea
Traditional CRM thinks in binary: someone is either a "lead" or a "customer." The Value Path recognizes 8 distinct stages, each with different needs, appropriate engagement, and success indicators.
The 8 Stages
Audience
I am learning
People in the earliest moments of possibility recognition. Casual exploration without pressure to commit. Building general awareness through content consumption.
Researcher
I am researching
Active investigation and evidence gathering. Building comprehensive understanding through focused exploration. Comparing approaches and gathering evidence for decisions.
Hand Raiser
I need help
Explicit signal of readiness for expert guidance. Has questions requiring human answers. Authentic interest after sufficient independent research.
Buyer
I am buying
Actively making purchasing decisions. Building internal conviction and coordinating stakeholders. Navigating organizational dynamics and making the business case.
Value Creator
I must create value
Active implementation with pressure to prove decision wisdom. Building new capability and navigating organizational change. Focused on demonstrating value.
Adopter
I realize your value
Genuine value realization and validation. Using new capabilities and proving success. Optimizing usage and deepening integration.
Advocate
I tell others about you
Natural sharing within authentic influence spheres. Telling peers about success, beginning internally before extending externally. Organic referral generation.
Champion
I am a raving fan
Industry leadership and methodology co-creation. Building communities of practice and advancing entire methodologies. Strategic partnership and mutual value multiplication.
Key Principles
People Progress at Their Own Pace
Someone might spend 6 months in Audience, 2 weeks in Researcher, and 3 months in Value Creator. The stages aren't time-bound — they're behavior-bound.
Signals Indicate Readiness
Stage transitions aren't arbitrary. Accumulated Signals reveal when someone is ready for the next level of engagement. Watch the patterns, not the calendar.
Engagement Should Match the Stage
Treating a Researcher like a Hand-Raiser pushes them away. Treating an Advocate like a new customer wastes their enthusiasm. Right engagement, right time.
The Journey Continues After "Sale"
Buyer is stage 4 of 8 — not the end. The real relationship-building happens as people become Value Creators, Adopters, Advocates, and Champions.
Traditional Funnel vs. Value Path
Traditional Funnel
- ✗ Lead → MQL → SQL → Opportunity → Customer
- ✗ Focus on conversion metrics
- ✗ Push people through stages
- ✗ Relationship ends at purchase
- ✗ Company-centric perspective
Value Path
- ✓ Audience → Researcher → Hand-Raiser → Buyer → Value Creator → Adopter → Advocate → Champion
- ✓ Focus on value delivered at each stage
- ✓ Support natural progression
- ✓ Relationship deepens over time
- ✓ Customer-centric perspective