Twelve questions every marketing leader should be able to answer about the experience their organization actually delivers.
Most executives can describe their campaigns. Far fewer can describe the experience those campaigns create once you add up every team touching the customer at once. I've run a version of this exercise with real cross-functional teams — the pattern's always the same: everyone's confident, and it turns out confidence and evidence are two different things.
Your company operates in teams. Your customer experiences one journey.
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