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Customer Journey
Purpose
This page describes how the Commercial Organization supports customers across the full customer journey at FlowFuse.
It defines lifecycle stages, primary ownership, and cross-functional collaboration to ensure a consistent, coordinated experience from initial engagement through renewal and expansion.
The customer journey is not linear in practice, but clear stage ownership helps reduce friction, confusion, and risk as customers progress.
Customer Lifecycle Overview
FlowFuse organizes the customer journey into the following high-level stages:
- Awareness & Initial Engagement
- Discovery & Qualification
- Solution Evaluation
- Proof of Concept (PoC)
- Commercial Commitment
- Implementation & Adoption
- Ongoing Value & Expansion
- Renewal & Advocacy
Each stage has a primary owner, with other functions contributing as needed.
Lifecycle Stages and Ownership
1. Awareness & Initial Engagement
Primary owner: Sales
Supporting functions: Sales Partnerships
Focus:
- Initial customer engagement
- High-level qualification
- Identifying buying context and intent
Outcome:
- Decision to enter a formal discovery process
2. Discovery & Qualification
Primary owner: Sales
Supporting functions: Solution Engineering
Focus:
- Understanding customer problems and impact
- Validating intent, urgency, and fit
- Mapping stakeholders and decision process
Outcome:
- Qualified opportunity with clear next steps
3. Solution Evaluation
Primary owner: Sales
Supporting functions: Solution Engineering
Focus:
- Solution alignment and technical validation
- Targeted demos and technical deep dives
- Risk identification and mitigation
Outcome:
- Agreement to proceed to PoC or structured evaluation
4. Proof of Concept (PoC)
Primary owner: Solution Engineering
Supporting functions: Sales, Professional Services
Focus:
- Validating solution fit against agreed criteria
- Reducing technical and delivery risk
- Establishing confidence in the proposed approach
Outcome:
- PoC success or failure against defined criteria
5. Commercial Commitment
Primary owner: Sales
Supporting functions: Solution Engineering, Professional Services
Focus:
- Proposal development and pricing
- Contract and commercial alignment
- Executive and procurement approval
Outcome:
- Signed agreement and readiness to implement
6. Implementation & Adoption
Primary owner: Customer Success
Supporting functions: Professional Services, Solution Engineering
Focus:
- Onboarding and enablement
- Initial adoption and usage
- Delivery of contracted services (if applicable)
Outcome:
- Customer live and realizing initial value
7. Ongoing Value & Expansion
Primary owner: Customer Success
Supporting functions: Sales, Solution Engineering
Focus:
- Monitoring customer health and outcomes
- Identifying additional use cases or value opportunities
- Supporting expansion discussions when appropriate
Outcome:
- Sustained adoption and growth of customer value
8. Renewal & Advocacy
Primary owner: Sales
Supporting functions: Customer Success
Focus:
- Renewal planning and execution
- Commercial expansion (where applicable)
- Customer advocacy and references
Outcome:
- Renewed relationship and long-term partnership
Guiding Principles
The Commercial Organization supports the customer journey according to the following principles:
-
Clear ownership at every stage
One function is always accountable, even when multiple functions contribute. -
Early collaboration reduces downstream risk
Engaging the right expertise early improves outcomes later. -
Customer outcomes over internal convenience
Internal boundaries should not create customer friction. -
Progression requires intent and validation
Customers move forward based on readiness, not pressure.
How This Page Is Used
This page provides shared context for:
- Onboarding new team members
- Aligning cross-functional engagement
- Clarifying ownership and handoffs
- Supporting consistent customer experiences
Detailed execution guidance is documented in:
- Function-specific pages
- Sales process documentation
- Playbooks and enablement materials