1. The SiriusDecisions Buyer’s Journey Map Framework: Sample Data
Buying Phase
Education
Solution
Selection
Buying Decision Stage
Loosen Status Quo
Commit to Change
Explore Possible Solutions
Commit to a Solution
Justify the Decision
Make the Selection
Persona A
Interaction
Non-Human
Human
Content
Asset Type
1. Analyst Report
2. Article/Publication
3. Case Study
4. Sales Presentation
5. Brochure
6. Promotional Video
7. Sales Presentation
8. White Paper
9. Case Study
10. No Asset
11. Sales Presentation
12. Case Study
13. No Asset
14. Analyst Report
15. Analyst Report
16. Sales Presentation
17. No Asset
Delivery
Channel
1. Landing Page
2. Web Site 3.
4. Sales Call
5. Event
6. YouTube
7. Sales Call
8. Sales Call
9. Sales Call
10. Reference Call
11. Sales Call
12. Reference Call
14. Sales Call
15. Sales Call
16. Sales Call
Engagement
Presence
Authority
Search Internet
Explore
Web Site
Explore
YouTube
Value Actualization Tool
Peer
Networking
Event
Customer
Reference
(Vendor) 1 3 6
Product
Manager 13
Industry
Analyst
Executive
Live
Vendor
Webinar 2 4 5
Sales Rep 7 8 9 10 11 12
Customer Reference (Buyer) 14 15 16 17
Sales Rep
Customer
Service Rep
Sales Rep
Sales Rep
Sales Rep
Simulated
Facilitated
Orchestrated
Influenced
Fully
Significantly
Moderately
Slightly
Not at all
Decision Maker
High Influence
Average Influence
Low Influence
No Influence

2. The SiriusDecisions Buyer’s Journey Map Framework: Sample Data (continued)
Buying Phase
Education
Solution
Selection
Buying Decision Stage
Loosen Status Quo
Commit to Change
Explore Possible Solutions
Commit to a Solution
Justify the Decision
Make the Selection
Persona B
Interaction
Non-Human
Human
Content
Asset Type
1. Article/Publication
2. Analyst Report
3. No Asset
4. Case Study
5. Sales Presentation
6. Promotional Video
7. Sales Presentation
8. White Paper
9. Case Study
10. No Asset
11. Sales Presentation
12. No Asset
13. Analyst Report
14. No Asset
15. Sales Presentation
Delivery
Channel
1. Web Site
2. Web Site
3. Web Site
4. YouTube
5. Sales Call
6. YouTube
7. Sales Call
8. Web Site
9. Event
10. Web Site
11. Sales Call
13. Microsite
15. LinkedIn
Engagement
Presence
Authority
Search Internet
Explore
Web Site
Virtual
Event
Case
Study
Explore
YouTube
Product
Manager
Free Trial
Free Trial
Explore
LinkedIn 1 2 3 4 6 8 10 13 15
Sales
Presentation 5 7 9 11 12
Customer Reference (Vendor) 14
Customer Reference (Buyer)
Sales Rep
Industry
Conference
Sales Rep
Simulated
Facilitated
Orchestrated
Influenced
Fully
Significantly
Moderately
Slightly
Not at all
Decision Maker
High Influence
Average Influence
Low Influence
No Influence

3. The SiriusDecisions Buyer’s Journey Map Framework: Sample Data (continued)
Buying Phase
Education
Solution
Selection
Buying Decision Stage
Loosen Status Quo
Commit to Change
Explore Possible Solutions
Commit to a Solution
Justify the Decision
Make the Selection
Persona C
Interaction
Non-Human
Human
Content
Asset Type
1. Article/Publication
2. Brochure
3. Analyst Report
4. Analyst Report
5. Sales Presentation
6. Case Study
7. No Asset
8. White Paper
9. Analyst Report
10. No Asset
11. Sales Presentation
12. No Asset
Delivery
Channel
1. Event
3. Web Site
4. Sales Call
5. Sales Call
6. Syndicated Content Site
8. Web Site
9. Analyst Inquiry
11. Sales Call
Engagement
Presence
Authority
Explore
Web Site
Free Trial
Explore
Web Site
Value
Actualization Tool 2 6 8 10 1 3 4 5 7
Customer Reference (Buyer) 9 11 12
Search Internet
Sales Rep
Product
Manager
Sales Rep
Industry
Analyst
Executive
Sales Rep
Simulated
Facilitated
Orchestrated
Influenced
Fully
Significantly
Moderately
Slightly
Not at all
Decision Maker
High Influence
Average Influence
Low Influence
No Influence

4. The SiriusDecisions Buyer’s Journey Map Framework: Sample Data
Education
Solution
Selection
Buying Phase
Buying Decision Stage
Loosen Status Quo
Commit to Change
Explore Possible Solutions
Commit to a Solution
Justify the Decision
Make the Selection
Persona A
Interaction
Non-Human
Human
Content
Asset Type
1. Analyst Report, 2. Article/Publication
3. Case Study, 4. Sales Presentation, 5. Brochure
6. Promotional Video, 7. Sales Presentation
8. White Paper
9. Case Study, 10. No Asset, 11. Sales Presentation
12. Case Study, 13. No Asset, 14. Analyst Report
15. Analyst Report, 16. Sales Presentation, 17. No Asset
Delivery Channel
1. Landing Page, 2. Web Site
3. , 4. Sales Call, 5. Event
6. YouTube, 7. Sales Call, 8. Sales Call
9. Sales Call, 10. Reference Call, 11. Sales Call
12. Reference Call, 13. No Asset, 14. Sales Call
15. Sales Call, 16. Sales Call, 17. No Asset
Engagement
Presence
Authority
Search Internet 1 3
Sales Rep
Peer
Networking
Event
Customer Reference (Buyer) 6
Explore YouTube
Product
Manager
Customer
Service Rep
Reference
Customer
(Vendor) 13
Sales Rep
Sales Rep
Analyst
Industry
Live
Vendor
Webinar 2
Web Site
Explore 4 5
Sales Rep 7 8 9 10 11 12
Value Actualization Tool 14 15 16 17
Sales Rep
Executive
Persona B
Interaction
Non-Human
Human
Content
Asset Type
1. Article/Publication
2. Brochure, 3. Analyst Report
4. Analyst Report
5. Sales Presentation, 6. Case Study
7. No Asset, 8. White Paper, 9. Analyst Report
10. No Asset, 11. Sales Presentation, 12. No Asset
Delivery Channel
1. Event
3. Web Site, 4. Sales Call
4. Sales Call,
5. Sales Call, 6. Syndicated Content Site
7. No Asset, 8. Web Site, 9. Analyst Inquiry
10. No Asset, 11. Sales Call, 12. No Asset
Engagement
Presence
Authority
Presentation
Sales
Online Demo
Free Trial
Free Trial
Explore LinkedIn 1 2 3 4 6 8 10 13 15
Search
Internet
Explore
Web Site
Virtual
Event
Case
Study 5
Explore
YouTube 7 9
Conference
Industry 11 12
(Vendor)
Customer Reference 14
Customer Reference (Buyer)
Sales Rep
Sales Rep
Persona C
Interaction
Non-Human
Human
Content
Asset Type
1. Article/Publication, 2. Analyst Report
3. No Asset, 4. Case Study, 5. Sales Presentation
6. Promotional Video, 7. Sales Presentation 8. White Paper
9. Case Study, 10. No Asset, 11. Sales Presentation
12. No Asset, 13. Analyst Report
14. No Asset, 15. Sales Presentation
Delivery Channel
1. Web Site, 2. Web Site
3. Web Site, 4. YouTube, 5. Sales Call
6. YouTube, 7. Sales Call, 8. Web Site
9. Event, 10. Web Site, 11. Sales Call
12. No Asset, 13. Microsite
14. No Asset, 15. LinkedIn
Engagement
Presence
Authority 3
Manager
Product 6
Search Internet
Value Actualization Tool 8 10
Conference
Industry 1
Web Site
Explore 3 4 5 7
Customer Reference (Buyer) 9
Industry
Conference 11
Sales Rep 12
Sales Rep
Sales Rep
Executive
Simulated
Facilitated
Orchestrated
Influenced
Fully
Moderately
Significantly
Slightly
Not at all
Decision Maker
Average Influence
High Influence
Low Influence
No Influence