For decades, marketing professionals operated inside a clean binary. Business-to-consumer (B2C) brands competed on emotion, speed, and desire. Business-to-business (B2B) brands competed on logic, trust, and ROI. The channels were different, the timelines were different, and the people doing the buying were thought to leave their consumer instincts at the office door.

A Customer Journey Map is a diagram that shows different stages your customer goes through when interacting with your company.