Customer Journey Map Template

A customer journey map template lays out the stages a buyer goes through, from the event that starts the search to renewal, and what happens at each one. This version is built for B2B software, where a group buys rather than one person: each stage has rows for the champion, the economic buyer, the technical evaluator and the daily user, plus the owner on your side and the metric you track. Copy it in one click or download the Excel file. No signup.

Download the Excel template (.xlsx)

Most journey map templates that rank on Google come from UX and design tools. They follow one persona through a product, with an emotion curve under each step, and they open in a whiteboard app after you sign up. That works for a consumer app. A B2B purchase is made by a group, and the map needs to show who joins when and what each person needs to see. If you need the concept first, our glossary entry on the customer journey covers the stages and how to research them.

What are the stages of a B2B customer journey map?

Why does a B2B journey map need a row for each buying role?

Because the people who buy software ask different questions at different times. Forrester's State of Business Buying 2024, published in December 2024, found that on average 13 people within an organization are involved in a buying decision, and that 89% of purchases involve two or more departments. A single-persona map shows the champion's path and misses the CFO who stops the deal at stage 4.

Much of that path also happens before your team hears about it. A Gartner survey of 632 B2B buyers published in June 2025 found that 61% prefer a rep-free buying experience. The research stage of the map is where your website, search results and AI answers do the selling, which is why this template asks what you give each role at every stage.

Role	Who it usually is	When they join	What they need to see
Champion	The manager whose team has the problem	Trigger	Proof it works for a company like theirs, and help selling it inside
Economic buyer	VP or C-level owner of the budget	Trigger, then again at decision	Cost, payback and risk, on one page
Technical evaluator	IT, security or an engineer	Research or evaluation	Integrations, security documents, who maintains it
Daily user	The people who will work in the product	Evaluation	That it is easier than what they do today

Add a row for procurement or legal if they slow your deals, and a row for a blocker if one role often says no. Our buyer persona entry explains how to research each role.

What goes in each row of the template?

Row	What to write	Where to find it
Stage goal	What the buying group must finish before the next stage	Won deals: what had to be true before they moved on
Exit signal	An event you can see: demo booked, trial created, order form signed	Your CRM stages and product events
Question they ask (per role)	The question in their words	Call recordings, interviews, emails
Touchpoints (per role)	Where they meet you or learn about the problem	Interviews ("where did you look?"), CRM source fields
What we give them (per role)	The page, asset or conversation that answers the question	Your content library; empty cells are your gaps
Where deals stall	The friction or risk at this stage	Lost-deal notes, deals stuck past the median days
Our owner	The team or person who owns the stage	Your org chart; one owner per stage
Metric	One number per stage	CRM and product reports

Copy the customer journey map template

Paste it into a Google Doc, Notion page or spreadsheet, or download the .xlsx, which lays the same rows out as a grid with stages across the top, and adds a filled example, a stage tracker and a gaps-and-actions list.

B2B CUSTOMER JOURNEY MAP

Product: [ ]   Segment: [ ]   Deal size: [ ]   Owner: [ ]   Last updated: [date]
Based on: [n] customer interviews, [n] won and [n] lost deals

STAGES: 1 Trigger | 2 Research | 3 Evaluation | 4 Decision | 5 Onboarding | 6 Renewal and expansion

FOR EACH STAGE, FILL IN:

Stage goal: [what the buying group must finish before the next stage]
Exit signal: [event in your CRM or product that shows they moved on]

Champion (wants the change, sells it inside)
- Question they ask: [in their words]
- Touchpoints: [where they meet you or learn about the problem]
- What we give them: [page, asset or conversation]

Economic buyer (owns the budget, signs)
- Question they ask: [ ]
- Touchpoints: [ ]
- What we give them: [ ]

Technical evaluator (security, integrations, data)
- Question they ask: [ ]
- Touchpoints: [ ]
- What we give them: [ ]

Daily user (works in the product every day)
- Question they ask: [ ]
- Touchpoints: [ ]
- What we give them: [ ]

Where deals stall: [friction or risk, from lost-deal notes and calls]
Our owner: [team or person]
Metric: [one number for this stage]

STAGE TRACKER (accounts, last 12 months)
Stage | Accounts entering | Moved to next stage | Conversion | Median days

GAPS AND ACTIONS
Gap | Stage | Role | Action | Owner | Due

Copy the template

What does a filled B2B customer journey map look like?

Illustrative, not a benchmark. The company and its numbers are fictional.

Tallyform sells procurement software to finance teams at companies with 200 to 2,000 employees. Here is its evaluation stage, one column of the full map in the Excel file:

Role	Question they ask	Touchpoints	What Tallyform gives them
Champion	Will my team actually use it?	Demo, trial, reference call	Trial with their own data, case study from a peer
Economic buyer	What will it cost in year one and year two?	Pricing page, short call with the seller	Price for their size and contract terms in writing
Technical evaluator	Does it pass our security review?	Security questionnaire, trust page	Completed questionnaire, security report under NDA
Daily user	Is it easier than email and spreadsheets?	Trial, two-minute product video	Trial account with sample requests

Stage goal: shortlist two vendors and test them on real cases. Exit signal: trial workspace created and security questionnaire sent. Where deals stall: a trial without real data, so the champion has nothing to show. Owner: sales and a solutions engineer. Metric: trials with real data.

The Excel example also fills the stage tracker. With the example's account counts, the formulas give these conversion rates:

Stage	Accounts entering	Moved to next stage	Stage conversion	Median days
Research	200	60	30.0%	21
Evaluation	60	24	40.0%	35
Decision	24	9	37.5%	28
Onboarding	9	8	88.9%	45
Renewal and expansion	8	7	87.5%
Research to renewal	200	7	3.5%	129

Research is the leakiest stage: 140 of 200 accounts never reach evaluation. Tallyform's map shows why in the "where deals stall" row: it is missing from the long list because buyers do not find it in search or AI answers. That gap becomes the first line of the action list.

How do you build a customer journey map in two weeks?

1. Pick one segment and one deal size. A map that covers every customer describes none of them.
2. Interview five to ten recent customers, including at least one lost deal. Ask what started the search, where they looked, who else joined and what almost stopped them.
3. Listen to won and lost calls and copy the questions each role asked, word for word.
4. Fill the stage goals and exit signals first. Use events your CRM or product already records, so you can count them.
5. Fill the role rows. Leave a cell empty when a role is not involved. Empty "what we give them" cells are your content gaps.
6. Add last year's account counts to the tracker and look for the stage with the lowest conversion.
7. Write three gaps with an owner and a date, and review the map every quarter.

How do you turn the map into content and campaigns?

Read the "what we give them" rows across the research and evaluation stages. Every empty cell is a page or asset to make: a comparison page for the champion's long list, a pricing explainer for the economic buyer, an integration guide for the technical evaluator. Our guide to SEO for lead generation covers which of those pages bring leads from search, and our B2B SaaS sales funnel guide covers the handoff from marketing to sales at the decision stage.

Growigami's messaging and positioning service starts from the same research: customer interviews and call recordings, turned into what each role needs to hear. Our AI search and SEO service then writes the research-stage pages buyers and AI assistants look for.