Who draws the customer map?

When you get higher in an organization, the view gets broader. In larger organizations, an executive may have such a broad view that it is hard to know what they should be doing to increase results. For example, if you are a Chief Marketing Officer that has dozens of people below you, who may have many people below them, reviewing every piece of content may be impossible, not enough time in the day after all. However, reviewing where each piece of content sends a person next, is possible, or even better having your managers know what they should be checking for.

So, here’s a first task: make sure everyone is sending people to the same places. Align the locations the company wants customers to go to and make sure the people working for you understand those locations. Imagine showing up at a concert, and while following the people directing traffic, you end up driving out of the venue again. After that misdirection, you park and walk to the gate, but every person along the way from ticketing points you in the wrong direction to your seats. It would add frustration to the event and hamper the experience. In the digital world, it’s often even more difficult to guide customers to where they need to go. A high-level executive should have the key map and be the owner of it. Then everyone else can align to it and make the points where the customers land as solid as possible.

While this sounds easy, even this can be hard with too many acquisitions points and may require significant back-and-forth communication, but it is time well spent.