My car dealer knows me. I bought a car from a family-owned dealership 20 years ago and never left. Why? They know my car type, my preferences and what I need before I do. Every visit is frictionless, letting me focus on what I enjoy most (which, frankly, isn’t car checks). It’s a magic feeling.
Do you know a brand that makes you feel like this? The kind of brand that anticipates your needs and delivers without friction? Isn’t that the experience every brand dreams of creating at scale? Those are the modern brands that not only drive loyalty but also fuel growth.
What creates that magic feeling is what we call the “customer journey.” But in reality, it’s not just a journey – it’s the destination. A destination that makes both customers and brands thrive.
It’s a pivotal moment in marketing
We’re living in a golden age of possibility. In theory, brands have everything they need to serve their customers perfectly:
- 14,106 solutions are spread across 49 marketing disciplines.
- There is a wide variety of large, medium and small tools.
- Generative AI is becoming mainstream.
Just to be clear, this is not a challenge but an opportunity. Simply, because all the tools and data are there, there’s no excuse not to deliver a stream of epic, seamless customer journeys.
But here’s the catch: The gap between theory and daily practice couldn’t be bigger.
Brands often fail to meet customer needs at critical moments. Worse still, many brands are answering questions their customers aren’t even asking. Brands are still sending, not serving.
Is marketing technology getting in the way?
For years, marketers have hoped that market consolidation would simplify their tech stacks. But consolidation never came – at least not as expected. And one truth is clear: MarTech is in constant flux.
Now, add GenAI to the mix. It’s powerful and game-changing, but it also raises a big question: How can brands cut through the chaos and deliver journeys that truly connect with customers?
Marketing technology looks like it’s making things harder, not easier. But here’s the truth: The right approach makes all the difference. Modern marketing isn’t about piling on tools; it’s about mastering how you use the right tools.
What looks like a technology problem often stems from an organizational and skill problem. Not every organization is ready to meet this challenge.
Modern marketing: What it is and what it solves
Modern marketing focuses on one thing: Serving customers in moments that matter. Focusing on customer journeys solves the disconnect between what customers need and what brands deliver. It uses data, technology and strategy to anticipate customer needs, eliminate friction – and turn insights into meaningful actions.
Why do marketers need a modern approach now? Because customers expect it. Today’s buyers move seamlessly across channels. They demand personalized, real-time experiences. And they’ll reward the brands that get it right with loyalty and growth.
Hack, pack and stack your way to a mature customer journey
Modern marketing departments productize their customer journeys. They understand that not all customer journeys are created equal. Some are just beginning, others are ready for refinement, and a few are primed to scale.
The Hack, Pack and Stack approach helps brands manage these journeys to maturity – guiding them toward that magic feeling we all strive for: seamless, frictionless experiences that keep customers coming back.
- Hack: Focus on experimentation to find and prove value that drives future revenue.
- Pack: Rationalize data, integrations and features of the Minimal Viable Product (MVP) to prepare for zero legacy and zero maintenance.
- Stack: Focus on exploitation to ensure scalable, repeatable, reliable results that drive current revenue.
The path from hack to pack to stack is about evolving customer journeys – refining how you anticipate needs, orchestrate experiences, and deliver value at every moment.
It’s time to experience the competitive edge of modern marketing
These three almost opposing forces of the Hack, Pack and Stack approach – experimentation, rationalization and exploitation – require an equally versatile modern marketing platform. One that gives brands the ability to turn data into real-time decisions, orchestrate journeys across channels, and deliver personalized experiences.
Brands that embrace modern marketing aren’t just keeping up – they’re leapfrogging the competition. Customers reward brands that deliver relevance, timeliness and ease. In today’s market, that’s not a luxury. It’s the new standard.
