Mark Smith — Co-Founder, Institute for Journey Management
Published:
The space really hasn’t taken off like both Ray and I know it could. We’ve seen the value that can be delivered from journeys, but not enough companies are getting that value. And so the Institute is essentially an association for this industry to try and help everybody in the industry get better results.
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-the-space-really-hasnt-taken-off-like-both-ray-and-i-know-i