The customer engagement journey starts at Top of Funnel, then continues through Mid Funnel, and then to Bottom Funnel, leading to Closed Won, the “knot” on the Bow Tie. Subsequently, the journey continues on to Launch, Stabilize and Expand domains.

Sitting beneath the Bow Tie are four foundational layers. The base layer is Mission / Strategy, comprised of:

• Mission, vision, and values
• Customer segmentation
• Value proposition
• Competitive positioning
• Brand identity
• Product
• Pricing and packaging
• Prospect and customer journey
• Channel architecture
  

Sitting above Mission / Strategy are three more foundational layers: “Unit Economics / Financial Plan,” “Tools / Information Architecture,” and “Messaging Schema.”

These four foundational layers are the building blocks that support all the customer engagement activity that occurs along the Bow Tie. The Bow Tie customer engagement activity is performed by functions (product marketing, growth marketing, sales, and customer success) that coordinate people, tools, workflows, and metrics to accomplish the job.

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