Getting in Sync with the Bowtie Framework

Aligning Tech, Process, and People to the Prospect’s POV

I’ve spent over a decade analyzing (and sometimes flailing with) sales processes across dozens of companies. In that time, I’ve learned one critical lesson: the way we approach sales and post-sales often gets disconnected from how the prospect actually sees things. We obsess over leads, opportunities, deals closed, and then?—?if we’re lucky?—?shift our attention to retention and expansion. But the truth is, the prospect doesn’t care about our internal stages. They care about their journey and how fast they can get value.

One framework that’s helped me align tech, processes, and teams to the customer’s point of view is the Bowtie Customer Journey Framework, developed by Jacco Van der Kooij of Winning by Design. The Bowtie model essentially flips the traditional sales funnel sideways and mirrors it, representing both the pre-sale and post-sale customer journey. Why a bowtie? Because it shows that once you’ve closed the deal, that’s only the midpoint?—?the real work starts after that.

Here’s how I’ve adapted the Bowtie to make sure our entire operation runs in sync with the customer’s perspective, from the moment they show up to the time they renew (or not!).

The Bowtie Framework: It’s Not About You?—?It’s About the?Customer

The traditional sales funnel is linear?—?everything focuses on pushing a lead toward closing the deal. But once that’s done, most companies fail to think about what happens next. The Bowtie flips that thinking. After the deal closes, you immediately shift gears to focus on delivering value as quickly as possible.

The Bowtie framework splits the customer journey into six stages:

1. Awareness
2. Education
3. Selection
4. Onboard
5. Use
6. Expand

But rather than seeing these stages as rigid steps for us to track, we use this model to guide how we engage with the customer based on their journey, needs, and timeline.

How I Modified the Bowtie for New Business?Sales

I’m a sucker for customizing things to make them fit reality, so I tweaked the Bowtie slightly, especially for the new business side. Here’s my version of the Bowtie, and why it works:

Stage 0: Pre-Pipeline (Awareness)

Everything that happens before a discovery call?—?content marketing, lead generation, or just piquing curiosity?—?falls under Awareness. Nothing gets to the pipeline until someone is ready to take that first step and book a discovery call.

Stage 1: Education

Once the discovery call is booked, the opportunity moves into Education. This is where the real magic begins. At this point, we’re not selling?—?we’re educating the prospect on their problem, our solution, and most importantly, building trust. Think of it like offering them a map while they’re lost, rather than trying to sell them a GPS right away.

Stage 2: Evaluation

I’ve split the traditional Selection stage into two: Evaluation and Selection. Once the prospect is clear on what their problem is and how we can help, they enter the Evaluation phase. This is where we explore the fit?—?both for them and for us. This stage allows for back-and-forth discussions that can sometimes feel messy, but that’s okay?—?it’s all about alignment.

Stage 3: Selection

When the prospect gives a verbal commitment (we’re close, but not quite there), the opportunity moves to Selection. This stage is all about getting legal, financial, and operational details squared away before we make it official. It’s where you fine-tune the last-minute details before the deal is officially marked as Closed Won.

Post-Sale: Keeping the Customer Journey?Going

Here’s where most businesses drop the ball?—?they close the deal and think, “Mission accomplished.” But I’ve learned that Closed Won is just the starting line. Here’s how I handle the post-sale stages of the Bowtie:

Stage 1:?Onboard

Once we close a deal, we don’t sit around patting ourselves on the back. We immediately spin up a Renewal Opportunity in the CRM, which kicks off the Onboarding process. My team and I make sure that onboarding includes achieving first impact as quickly as possible. The faster the customer experiences success with your product or service, the more likely they are to stick around?—?and that’s the whole point.

Stage 2:?Use

After onboarding, we move into the Use phase. This is all about ensuring the customer is actively using and benefiting from what we’ve provided. Without this, renewals and expansions are just wishful thinking.

Stage 3:?Expand

90 days before renewal, we aim to get a verbal yes or no. If it’s a yes, the opportunity moves to Expand, and we kick off cross-sell, upsell, and renewal processes. If it’s a no?—?well, that’s not always a bad thing. Some of the best churn happens for good reasons.

Why Good Churn Isn’t Always a Bad?Thing

One of the biggest lessons I’ve learned over the years is that not all churn is bad. Especially in the early years of a business, shedding those corner case clients is crucial for growth. It’s like pruning a bonsai tree?—?by letting go of the clients who no longer align with your product or your company’s direction, you make room for the right customers who do.

Whether it’s the client pivoting or your service evolving, sometimes losing a client is the best thing for both sides. And having a strong offboarding process in place shows clients that you value their time?—?even when they’re leaving.

Wrapping It Up: The Bowtie Keeps It All?Aligned

The Bowtie Customer Journey Framework helps me ensure that our tech, process, and people are all in sync with the customer’s experience. From pre-pipeline awareness to post-sale expansion, this model reminds us that our goal isn’t just to close deals?—?it’s to create real, lasting value for the customer.

When you focus on aligning your entire operation with the prospect’s point of view, you build stronger relationships, increase retention, and?—?best of all?—?create a team that understands the full customer journey.