Why Journey Maps Miss the B2B Procurement Portal

Customer Journey with Fexingo: Touchpoints, Mapping, and Multi-Channel Marketing · Jul 6, 2026 · 11m · transcript

Lucas and Luna dive into a neglected touchpoint in most B2B customer journey maps: the procurement portal. They walk through a real example—a mid-market SaaS company that lost a six-figure contract because their beautiful marketing-led journey map stopped at 'demo booked' and never accounted for the procurement team's compliance checklist, security questionnaire, and vendor portal. They discuss how to add a 'procurement lane' to journey maps, what data to pull from existing closed-lost analyses, and one simple change—a pre-filled security questionnaire—that can cut…