Reading the wave means understanding the entire Customer Journey (CJ). The wave starts with the Urgent Pain for the Ideal Customer Profile and ends when your company becomes strategic to the customer.

This is especially critical for SaaS startups, since signing the contract is only the beginning of the relationship with the customer, and so much of the business is based on renewals and upsells.

The Customer Journey (CJ) is the backbone of your entire Go-To-Market. Everything else is built on top of it. Nailing the CJ means:

• Understand the Customer Mindset
• Start with the Urgent Pain
• Work out the Full CJ — Including the 7 Key Milestones
• End by becoming strategic to the customer
  

Let’s start with the first part. [See original article for breakdown]

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