Expert Advice for Marketing Leaders on MarTech, AI, & CX
Insights, ideas, and best practices for marketers that utilize Customer Journey Orchestration (CJO)
Personalization is what you infer. Customization is what customers choose. If you want durable engagement, treat preferences as a first-class product surface, not a settings page nobody trusts.
Let’s be candid. The term “customer journey” has become one of the most ubiquitous phrases in the modern marketing lexicon. We map them, we analyze them, we talk about optimizing them in nearly every strategy meeting. It’s the conceptual North Star for how we think about customer-centricity. And yet, for many enterprise organizations, the practical application of managing these journeys in a cohesive, orchestrated, and value-driven way remains elusive.
Today, we’re going to talk about moving beyond the hype we’re so used to hearing about AI and into the practical, high-impact world of agentic AI. We’ll explore how this approach can help large organizations finally tackle their technical debt, not by ripping and replacing, but by understanding and redesigning from the inside out, fostering a new level of collaboration between business and IT along the way.
To help me discuss this topic, I’d like to welcome, Don Schuerman, CTO at Pega.
The concept of a “compound marketing engine” represents this evolution, promising a paradigm shift in how marketers operate and achieve results. Instead of linear, campaign-based approaches, the future of marketing lies in continuous, iterative cycles powered by AI, enabling faster learning, greater agility, and ultimately, compounding returns. This new approach leverages the very nature of today’s data-rich environments, allowing marketers to move at the speed of the market itself.
This article was written by Greg Kihlström for CustomerThink. Simply
offering a high-quality product or service is no longer enough to set your business apart from the rest. In fact, according to Salesforce, almost 90% of customers value the experience of buying and using a product or service as much or more than the product or service itself.
At enterprise scale, customer experience orchestration can become an unruly beast—particularly when you have to balance millions of customers, dozens of engagement channels, and thousands of decision models. But Christian Nelissen, Chief Data and Analytics Officer at National Australia Bank (NAB), believes that with the right architecture and mindset, it’s not only manageable—it’s transformative.
This article was written by Greg Kihlström for MarTech. Understanding customer needs allows us to improve our offerings and build lasting, mutually beneficial relationships. This results in customers getting more relevant content, offers and experiences while the brand enjoys increased
customer lifetime value.
In a time when marketers are told to “move fast and personalize everything,” the pressure to build meaningful, measurable customer journeys—before the competition even drafts wireframes—has never been higher. At PegaWorld 2025 in Las Vegas, the buzz wasn’t about the latest buzzword. It was about something far more pragmatic and, frankly, overdue: designing customer experiences before writing a single line of code. Tara DeZao, Senior Product Marketing Director at Pega, joined us to talk about how generative AI is helping marketers and developers prototype the entire experience upfront, using tools like Pega’s Customer Engagement Blueprint.
Today we are here at PegaWorld 2025 at the MGM Grand in Las Vegas, and we’re exploring how Generative AI-powered prototyping can help organizations visualize and refine the full customer journey before it’s built — and why tools like Pega’s Customer Engagement Blueprint are changing how brands think about strategy, customer-centricity, and innovation.
To walk us through this, I’d like to welcome back to the show Tara DeZao, Sr. Product Marketing Director at Pega.
Effective cross-channel marketing collaboration is crucial for delivering exceptional customer experiences. This article presents expert-backed strategies to enhance teamwork and streamline processes across marketing channels.
