The  Sellers’ Compass™ was born out of necessity.  One founder of New Business Strategies was a growth strategist, the other a serial B2B CMO and operations executive.  Over their careers, they were vexed by a recurring problem – how to achieve predictable revenue in times of uncertainty, velocity and changing customer attitudes.   Through lots of root cause analyses, innovation, and experimentation, progress was made in baby steps.    Sellers' Compass

We learned that customer lifecycle journeys are messy with lots of back tracking BUT that personas do behave similarly, pre- and post-purchase, based on the size of the company, geography, type of problem, and the market they are in. That was a big epiphany because it meant that buyer behavior, expectations and experiences could be discovered, rationalized and acted upon.

The second epiphany came when we started to implement the methods – talking, acting, and serving customers in ways they valued – across all parts of an organization had more impact than just fixing the sales pipeline – it became a company’s biggest brand differentiation and resulted in sustainable growth.

It was transformative. That was big and the Sellers’ Compass was born.

The Sellers’ Compass is a step-by-step transformation approach that helps companies turn customer experiences into their biggest asset.  It’s been time-test, proven blueprint for B2B companies in technology, discrete manufacturing, distribution, Fintec, education and professional services. In an independent case study by MarketingSherpa, the Sellers’ Compass™ framework led to a 130% increase in lead quality and a 40% lift in sales-accepted leads.  It addresses 6 key business challenges:

  1. Improve marketing campaigns to increase conversion
  2. Shorten sales cycles and regain revenue predictability
  3. Build market share faster in new markets
  4. Increase customer renewal rates and satisfaction scores
  5. Correct business processes that result in customer churn
  6. Know how to act on your buyers’ expectations

Customers won’t wait for brands to fix their processes, they expect improvements made right away.  Companies implementing a customer alignment methodology should expect the same.

Our clients realize, on average, these results:

ROI of Sellers Compass

Download a White Paper to learn how leading B2B organizations differentiate on customer experiences. 

The Sellers’ Compass has 4 method blocks4 method block

Each service block contains templates, tools, best practices, process flows, report formats and service delivery plans designed to quickly deliver measurable results.

Journey icon


Journey is foundational to the Sellers’ Compass and the starting point.  The place to start is with an assessment and blueprinting exercise. Each company’s blueprint is unique to them – it defines the path they need to take and the milestones to achieve their specific customer-alignment goals.

In Journey detailed maps of all the buyers’ activities, sought content, decisions and expected experiences over the lifecycle of the relationship are documented.  These maps are operationalized to improve marketing and sales processes, content strategy and campaigns.

Our client, Lithium Technologies, describes the benefit of the Journey method block this way:

“We’re using the Journey Maps as a foundation to build our content strategy AND mix initiative.  This is really about understanding our customer, their needs, buying process and decision.   Without the Sellers’ Compass we can only GUESS.”
Kenny Lee, former Director of Demand Generation, Lithium

Take a free comprehensive assessment of your customer alignment.

How companies approach customer success is determined by their goals.  If the business objective is to define and operationalize a customer experience that truly differentiates the brand, the Grow method block as the next step.

Sellers Compass-Grow Services


Grow builds on Journey’s improved marketing and sales conversion rates and customer satisfaction by implementing the right set of best practices.

This method block begins with a Gap Analysis of where and which current interaction points and practices align with buyers’ expectations and journey steps. The outcome is a detailed plan on how to rapidly align to customer expectations through business process changes, technology, employee empowerment, and setting up the metrics and dashboards to measure customer health.

The last method is Experiencing Mapping where you define and implement a truly differentiated experience by co-creating it with your high-value customers.  This becomes for a cornerstone of your differentiation strategy. These Experience Maps are operationalized across your organization through employee coaching, business process, and technology changes.

“New Business Strategies’ Sellers’ Compass is a set of services based on a unique, proprietary methodology that guides us to more effectively enable, engage and establish, enduring relationships with our customers.”
– Susan Lucas-Conwell, former Global CEO, Great Places To Work Institute Inc.

Sellers Compass-Excel Services


Excel builds on the momentum and results of other completed method blocks.

From Sellers’ Compass deliverables most clients have an epiphany that their business strategy is out of step with what drives brand preference and loyalty in their target markets.

Aligning corporate business strategy with customer expectations drives faster growth because your high-value customers have a very clear idea of what their future needs are and how you fit into their strategy. Aligning to that is where your growth accelerators come from.

The Excel method block includes a guided process to help you ‘rethink’ those parts of their business models to improve customer alignment. We recommend Innovation exercises to explore and test new business models, partnerships, etc. to drive step-level change in terms of revenue, profitability and market share growth.

“As a remanufacturer of diesel fuel injection systems for the automotive market, we are facing tremendous change in our potential customer base. We needed to develop additional sales channels and faced a challenge in how we thought about and executed marketing into these new channels. New Business Strategies was a great business partner…they constantly challenged our thinking as well as helped us define, execute and measure where they can improve customer attraction and engagement. Mindful of a limited budget they didn’t hesitate to roll-up their sleeves and work side-by-side with our team.

If you want results from a team that is focused on showing you a clear path forward, coaching your team along the way, and have a big picture view yet understand the dynamics and details underlying success challenges, I highly recommend New Business Strategies.”
– John Walker, Chief Executive Officer, DIPACO/DTech

Sellers Compass-Empower Services


From our experience, we’ve found that asking management and employees to change their behavior because it will, theoretically, improve customer satisfaction, loyalty and conversion is a big ASK.   It takes a lot more than logic to implant permanent behavior change.

Empower methods guide companies in how to train and enable employees so they discover on their own terms how aligning to customer expectations not only drives growth but gives them greater role clarity.  Empower builds the right DNA and skills within an organization to consistently meet customers’ evolving expectations.   Leadership coaching, employee training, and employee engagement are based on a combination of neuroscience techniques and Sellers’ Compass best practices.

These are designed to help employees ‘connect the dots’ between their roles and specific customer interaction expectations as well new models of accountability.   Organizational Alignment focuses on helping disparate teams identify common ground and develop strategies to meet to meet shared goals centered on customer success, loyalty and revenue growth.


The Sellers’ Compass methodology is comprised of 20 methods

SC services by block


Take a free assessment to determine how customer aligned your organization is. It’s the first step on the path to building your biggest differentiator. 


Services Information Form

Would you like to learn more about the services we offer? Feel free to drop us a note!