Template description
The journey is titled Acquisition Journey and is scored by section. In Awareness, Discover ads scores 4 with the Prospect alone, and Understand value scores 3 with the Prospect and Marketing. In Evaluation, Trial experience scores 4 with Customer Success, and Fit assessment scores 3 with Product and Marketing. In Purchase, both rows fall to 2: Pricing discussion with Sales, and Contract signing with Legal and Sales. The low scores are the point of the picture. The actors also change. Customer Success owns the best middle moment, then leaves before pricing. Legal appears only on the lowest row, beside Sales.
When to use it
Open it when Sales treats the contract dip as a surprise, or when Marketing is still optimizing ads while the 2s sit on pricing and legal language. The map gives you a place to ask who is in the room for the rows that actually hurt.
How to adapt it
Replace the scores with your own research, but keep a number on every row so the drop stays visible. Change the actors to the teams that really attend. Add a section only if you have a score for it. If pricing is fine and onboarding is the painful row, move the 2s there instead of leaving them on the purchase section out of habit.