Mark Smith — Co-Founder, Institute for Journey Management
Published:
One of the key things that the companies have to take on to be successful with this is to realize it’s not just in the CX team… the whole concept of a journey… has to be across the businesses has to be everywhere in the business, not just in the CX team because everything touches the journey.
What does Mark Smith say on The Agile Brand with Greg Kihlström?
Mark Smith, Co-Founder, Institute for Journey Management, says: Former competitors Mark Smith and Raymond Gerber discuss the need to reboot journey management at enterprise scale, arguing that technology is ready but organizational mindsets, vendor fragmentation, and short-term thinking have blocked widespread value. They outline a pragmatic, incremental approach to journey-led transformation that requires cross-functional ownership and positions AI as an accelerant that increases the need for centralized journey context and orchestration.
From: The Agile Brand with Greg Kihlström
Cite as: Mark Smith. (2026). On The Agile Brand with Greg Kihlström. Retrieved from https://research.agilebrandguide.com/insights/mark-smith-one-of-the-key-things-that-the-companies-have-to-take-on-to