B2B Product Path

Let's talk about the company that has two big business units complimentary to each other. However, products from these units can be purchased and used separately. What is the first product bought by a new client? What is the next? How a client switches from one business unit to another? And where we observe the major client leakage? Based on a mesh of client data base (CRM), service database, and sales data (ERP), it is possible to create the map, representing "a client path", how new clients experience our products one after the other. Look to the chart below.

It is the real map for the company with two business units - 1G and 2G. Almost equally, new clients buy their fist product from 1G and 2G. However, there is the big difference in client retention: 61% buyers from 2G never purchase from the company, while only 37% clients of 1G gone. What about second purchase? Does the client buy something cross-complimentary? No. The majority of clients continue buying products from the same *G, without switch, what was the biggest threat for this company at the time when this map was created.

Action points are clear:

• Reduce the churn in 2G after the first purchase.
• Increase the switch between business units products.
• Pay attention to other stages and reduce churn.  

This map can be enriched with time between purchases. It can help in the understanding what efforts sales team can do to generate more sales.