Event Description

This session introduces the Plan, Find, Win, Deliver and Keep (PFWDK) model — a practical way of looking at sales and customer development as a series of connected phases rather than separate roles such as marketing, sales and customer service.

The session explores how breaking the customer journey into clearly defined phases makes it easier to identify where opportunities are being lost, where time is being wasted and where improvements will have the greatest impact. It looks at how organisations can move from an unstructured “digital shoebox” of contacts towards a more systematic approach to qualification, using tools such as BANT-F, before examining how the same thinking can be applied to the Win phase and ultimately reflected in the CRM.

The underlying principle is simple: sales is about helping the customer make a decision, and a process should be designed around how the customer progresses rather than around the organisation’s internal structure.