The Technology Buyer’s Journey: A Roadmap to Customer Success

It’s critically important to recognize each step that customers take along their respective buying journeys—and to react accordingly and appropriately in order to best support them.

To help solution providers achieve better customer service and increase their value to potential customers, CompTIA’s Business Applications Advisory Council and Channel Development Advisory Council mapped out a detailed analysis of the buyer’s journey and provided insights into the distinct roles that vendors, distributors, and solution providers each play toward moving a customer on to the next step—and toward success.

This Buyer’s Journey roadmap helps users understand what has changed in the modern business landscape and what new processes can better serve buyers. Read below to learn more about the buyer’s journey.

What is the buyer’s journey?

The buyer’s journey is an end-to-end analysis of the processes and steps that customers take when making a technology purchase.

Why was it created?

The buyer’s journey was developed by CompTIA’s Channel Development Advisory Council and Business Applications Advisory Council as a tool for solution providers, vendors and distributors to best determine where their customers are in the journey.

Who should use it?

The resource was designed to provide value to almost everyone in the IT supply chain, including marketing, sales, technical and customer success teams within individual companies of all sizes.

How can it help your business?

The ability to understand today’s buyer’s journey is critical to success and to forming and maintaining long-term relationships with customers.

How do I apply it to my business?

Use the buyer’s journey as a guide. Introduce it to your marketing, sales, technical and customer success teams and ask them how the steps align to your current processes. Then analyze where you have gaps or overlap in resources and how you can fill in the gaps or reallocate resources to create a smoother journey. Talk to your customers along the way to ensure they’re proceeding along the map as expected and talk about what’s next and how you’ll help them get there.


Access the buyer’s journey and create your own path here.

CompTIA Tech Buyers Journey Infographic