Right now, your brand may be about to embark on a big adventure in search of growth and enduring relevance. But you can’t set out on this mythic quest to become the stuff of legend empty-handed, just wandering the wilderness hoping you’ll stumble upon all the answers. For where you’re going, you’re going to need a map…and then some.

At JXM, we love a classic adventure tale, one with a treasure map that takes an unsuspecting hero or band of misfits on a journey of discovery. You know, the kind where what they learn about themselves along the way is just as important, if not more valuable, than the long-lost treasure unearthed at the end. 

Maybe we watched too many movies as kids—and possibly wore out The Goonies on VHS—but the lessons our favorite would-be child treasure hunters taught all those years ago still resonate today. Including the hard truth that while discovering a treasure map is thrilling, without the key to decode it, it's not worth the parchment (or vellum) it's printed on.

X marks the spot

Imagine for a minute that a magical treasure map just happened to fall into your lap. On it, you can make out a start, an end marked by a giant X, some strange landmarks for perspective, and a whole lot of mysterious terrain in between. You see squiggles and triangles, whirls and waves, dotted lines and dashes.

You know that decoding those doodles and doodads and choosing the right path on the map will lead to unimaginable riches—possibly even a hidden hoard of pirate’s loot—but how do you begin to unlock the mystery of what means what? And how do you navigate a clear path forward?

You’re going to need the key; without it, you won’t be able to tell a smooth lagoon from shark-infested waters, or a giant chasm from a must-see beloved national treasure. Without that key, there’s no reaching the proverbial X at the end.

A big plot twist

Every adventure needs a twist! Here’s yours: the map isn’t just a map. It’s a metadata-collected visual representation showing how your customers interact with your brand. When they reach that giant X, it marks them as loyal customers, ensuring repeat business for life.

Remember how those childhood movies always left us with takeaways and lessons bigger than the treasure itself? Well, discovering which paths your customers take to get to that X and understanding their experience along the journey allows you to blaze a clearer trail for more and more new customers to follow—and that’s the real treasure!

KPAs: The key to success

Now that you know the big reveal, let’s decode those squiggles and dashes and trailing dots. Each of which represents an established KPA, or Key Performance Action available to your journey-goers.

For instance, these KPAs could include providing first-party data through a form (taking a rope bridge between two jagged peaks), downloading an app or coupon (a shortcut that shaves time off the journey), or making a purchase (ferrying across a river at its calmest point).

Many brands overlook the importance of KPAs by focusing solely on results. While acquiring scores of new customers in a month is great, understanding the journey they took to go from consumers to customers—and loyal ones at that—is essential. Without KPAs and context, it’s impossible to replicate that successful path for others to follow.

KPI landmarks help lead the way

As customers navigate their journey, Key Performance Indicators (KPIs) serve as the landmarks you lay out for them to follow. 

Most brands are familiar with KPIs—metrics such as revenue dollars, conversion figures, and customer acquisitions. Following along on your customer’s brand adventure map, each KPI represents a significant marker or milestone you set for them to visit on their journey—like a toll bridge or a mountaintop that reveals a clear view to the treasure ahead. 

Tallying up those landmark visits helps measure whether your business is driving positive performance and achieving desired outcomes. Failing to hit a KPI often reveals more about that KPI’s relevance to your customers and brand than the journey itself.

Tracking the journey 

Now that you have a clearer picture of the map, it’s time to follow along with your customers. This thorough review helps identify where they get stuck in KPA dead-ends and quicksand traps and helps you reevaluate which KPI monuments aren’t worth their historic must-visit status.

If retracing your customers' journey takes you on winding loop-de-loops and dizzying hairpin turns, it's time to reassess their path and forge a new one with the help of a skilled map maker.

Navigators & map makers  

At JXM, our experienced navigator's eye allows us to examine how KPAs and KPIs work together to reveal how actions lead to results. We encourage brands to look beyond bottom-line metrics and understand the steps leading to those outcomes. This comprehensive view is crucial for setting realistic goals and navigating forward effectively.

As all seasoned navigators know, sometimes changing course or fine-tuning a strategy mid-way leads to a better journey. Any successful strategy requires ongoing evaluation and informed adjustment. That’s why we take a dynamic approach to KPIs and KPAs, constantly adapting them to meet your end goals. We don’t think of it as a complete redrawing of the map, but a construction of new paths and road ways and integration of new landmarks. 

Ready to start your adventure? 

If it’s time to unearth your brand’s long-lost treasure and learn some fascinating truths along the way, we can help take your brand to new heights. Click here to get started with JXM today and let’s crack open that map together.