As a business grows over time, its various functions tend to develop different key performance indicators and objectives. This creates internal fragmentation.
But customers aren't interested in a fragmented experience: They expect a consistent, satisfying experience with a brand regardless of which platform they're using in today’s omnichannel world.
Organizations must think the same way. As customers embrace totally new ways of interacting with and experiencing brands, future-ready businesses go beyond simply improving the customer journey. They are excelling at what we call the "Business of Experience" by responding to rapidly changing needs.
This requires breaking down barriers among functions—from the front office to the back office—and aligning KPIs to ensure consistency in the customer experience. CMOs should take advantage of new tools and capabilities that present a clear picture of how marketing activations contribute to customer conversions. In doing so, they can establish a new level of connectivity between front, middle and back-office functions, supported by a unified infrastructure and common objectives and measurement criteria.