CRO & Funnel
What is Journey Mapping?
Journey Mapping is the process of visually documenting the stages, touchpoints, and emotions a buyer experiences from first awareness through purchase and beyond, used to identify friction points and gaps in the experience.
Who Is It For?
Journey mapping is typically led by CRO or growth teams, often pulling in product marketing to capture the buyer’s full experience accurately.
How Is It Used?
It’s used to spot where a buyer’s actual experience breaks down or creates friction, revealing improvement opportunities that siloed, stage-by-stage thinking can miss.
- Map every touchpoint a buyer has with the brand, not just marketing-owned stages
- Identify moments of friction, confusion, or drop-off across the journey
- Involve sales and customer success to capture post-marketing touchpoints accurately
- Revisit the journey map as channels, product, or buyer behavior change
Related Terms & Concepts
Frequently Asked Questions
How is journey mapping different from funnel stages?
Funnel stages are a simplified, linear model of a buyer’s progress; a journey map captures the fuller, often non-linear reality — including emotions, channels, and moments outside marketing’s direct control.
Who should be involved in building a journey map?
Ideally marketing, sales, and customer success together, since each function only sees part of the buyer’s actual experience.
