Latest / The Agile Brand with Greg Kihlström® | What CMOs Need to Know About Marketing Technology, AI & CX
Twilio's Vanessa Thompson on moving to a unified view of your customers
What if the marketing funnel, the foundational model we've relied on for decades, is fundamentally flawed and actively misleading us about what our customers actually want?
Agility requires not just reacting quickly, but reacting with intelligence, which is impossible when your customer data is telling you the wrong story.
Today, we're going to talk about the shift from legacy metrics to a more intelligent, unified view of the customer. Specifically, we'll cover:
- Why traditional funnel metrics can obscure true customer intent and what to focus on instead.
- The architectural shift required…
The skinny
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