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

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

Connect with Kristy Morrison
Connect with Ellen Schwartze
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