Customer Timeline Canvas
Do you know how your buyers actually make decisions?
What's driving their action? And how do they get from that initial "maybe" to a "yes"?
The Customer Timeline canvas helps you understand the full customer journey - the single most important insight you need to improve your messaging. Grab it to customize your marketing, sales, and service to meet your buyers where they are.

Playing to win
This canvas guides you through six pivotal moments in every customer journey — from the first signal that something’s wrong to the habits that make your solution stick.
You’ll uncover emotional friction, spot decision drivers, and surface invisible blockers that are stalling your growth.
Pro tip: Don’t just fill it in. Use it to spark real conversations with customers — and let those insights shape everything from your messaging to onboarding.

Diederik Gerbranda
At SUM, we believe in practicing what we preach. This canvas represents the exact strategies we implement with our clients to help them achieve their marketing goals.