Smooth out the customer journey with holistic data | Kristy Morrison, F5

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1+ y ago 23:13

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Kristy Morrison sits in a role that brings together data from multiple teams at F5. Her team takes a holistic view of this customer journey data in order to smooth out the process for potential customers — AKA, increase journey velocity.

(01:30) - Kristy runs the Digital Intelligence & Optimization Team
(02:23) - Key goals the organization aligns to at F5
(04:04) - How does Kristy know what is or isn't working along the customer journey?
(08:27) - It's easy to be misled by web data without organizational context
(10:03) - How do you take marketing data to other teams?
(12:57) - Showing forward progress (not just closed/won deals))
(16:09) - How do marketing teams earn buy-in and confidence from your internal stakeholders?
(18:06) - How do marketers know what content is working or not working?
(21:32) - Building the full view of the customer journey feels big, but is accomplished in small steps and conversations

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