Hero Customer Journey vs SaaS Bow Tie Model

The Hero Customer Journey (HCJ) and the Bow Tie Model both are go-to-market (GTM) frameworks for a recurring business like SaaS.

However, they are based on different perspectives. The Bow Tie model is company centric, focusing on the company’s actions to acquire and expand customers, while the HCJ is customer centric, focusing on the needs and aspirations of the champion persona.

The table below provides a side-by-side comparison:

The Bow Tie Model significantly advanced the GTM framework by transitioning from the funnel framework to empathizing both lands and expands. But, GTM frameworks, like the Bow Tie Model, lack the customer perspective. The Hero Customer Journey adds the customers’ perspective to any GTM framework.