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The Agile Brand Guide(R): Customer Journey Management & Orchestration: For Marketers and CX Professionals
Paperback
Series: The Agile Brand Guide(r)
Publisher: Independently Published
Published: Feb 10 2026
Pages: 274
Weight: 0.74
Height: 0.68 Width: 6.00 Depth: 9.00
Language: English
Most enterprises don't struggle because they lack customer data or tools. They struggle because they lack a repeatable way to translate customer signals into consistent decisions-across marketing, sales, service, and digital channels-without creating a new mess in the process.
The Agile Brand Guide to Customer Journey Management & Next Best Action (2026 Edition) is a practical playbook for marketing and CX leaders who want to move beyond static maps and rules-based automation into a scalable, governed system for real-time decisioning. This curated edition-assembled by Greg Kihlström-includes contributions from multiple thought leaders and practitioners, bringing complementary viewpoints on strategy, operating model, data, governance, and measurement.
Inside, you'll learn how to:
Separate Customer Journey Management (definition, governance, measurement) from Orchestration (execution), and connect both through Next Best Action
Build the core platform capabilities: mapping, triggers, event modeling, integrations, governance, analytics, and decisioning
Design guardrails that protect customers (and the brand) while enabling speed and autonomy
Measure value at the system level: outcomes, operational health, and momentum-not just channel metrics
If you're aiming for personalization at scale without random acts of automation, this guide gives you the structure to make it real-without pretending your org chart will magically cooperate.
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