Published: 18 January 2024
Journey orchestration is a common priority for CMOs, but building and scaling the necessary capabilities require more than just data and technology. Gartner interviewed over 50 marketing executives to identify best practices that unlocked value by focusing on human-centered strategies.
Specificity of business outcomes and clarity of goals align cross-functional stakeholders to strategy and enable efficient funding and collaboration of journey orchestration.
Leveraging data and technology to scale journey orchestration requires organizations to rethink and retool how they invest in and approach team structure and training.
Organizations that excel at orchestrating journeys limit who they target and why, and at the same time enable real-time course-corrections by customers that overwrite calculated segments.
Define a very long-term strategy to set expectations, secure investments and manage change.
Strengthen cross-functional commercial planning and collaboration with a shared budget process.
Drive adoption and utilization of new
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