Old truth: Customers must sit at the heart of your marketing strategy.

New truth: Customers must sit at the heart of your customer journey.

We must remember that marketing is often just the beginning of a relationship with the customer. For example, we go through a journey of engaging them, converting them to a sale directly or indirectly, and then hopefully retaining them so they become advocates and potentially open to upsells and cross-sells.

Marketing must be viewed in the context of the full end-to-end journey and, where possible, work to connect the dots.