Siloed organizations inevitably create disjointed experiences for customers. One of biggest—and most overlooked—problems in the customer journey stems from the seemingly unbridgeable gulf between marketing and the rest of the organization. Advertising and marketing communications that aren’t aligned with the true capabilities of the organization set sky-high customer expectations that are impossible to match. Fortunately, several relatively simple tools can help employees on both sides of the chasm work together to provide an on-brand experience that delights customers.
Former VP & Principal Analyst at Forrester Research
Coauthor of Outside In