Elana Heffley

i think these are good! i think customer education could also be adde somewhere in here because i know in some places that sits with CM too and is tied to lifecycle. you could also show or break out separately the metrics CM owns/how each of these elements influences other parts of either the marketing flywheel or different outcomes at the org level to really hit home the cross functionality an the impact of the role. the biggest thing i would emphasize in this convo that customer marketing's primary focus area or pillar among these can be influenced by so many different factors - where it sits, the company strategy, the organizational and team specific OKRs, size of the team, etc. so it's not always about doing all of these things but about prioritizing based on what outcome we're trying to drive and working backwards!

love all these suggestions especially a CAB day or lunch ahead of time! I’d also suggest getting your sales and CS teams enablement materials to encourage them to take big accounts out for dinner or lunch after to deepen the engagement at the account level, and put your leadership team in those meetings/side events where it’s lucrative. for video, a mix of “on the fly” and formal/well produced is good to consider (you’ll thank yourself for variety!) if your budget allows for custom merch I love adding that in if your event is a single track, making sure you have a session that’s interactive (a small group workshop or some equivalent) goes over really well to get them working and thinking together!

woo! are you going to be at refresh too? would love to meet in person - some of our team is gonna be in town for some meetings that week in november so i signed up to attend!

done! this was a cool way to do this survey i havent done one of these in this format before

Rachel Bonistalli couldnt agree more! and i go to solidcore down there sometimes when i cant get into a closer studio - lovely area!

ill see if i can find an example of a google sheets one - my issue with those is that they are incredibly linear which IMO isnt how sustainable journeys are built/last because i think theyre idealistic more than they are realistic but happy to find and share one!

would LOVE to see how you are using Zoom whiteboard for this!!! i've personally always used Miro for journey mapping but have had customers/partners of ours really love Figjam and Lucidchart, even have had some Google sheets pros say that's their preference. IMO its about whatever is going to make it easy to track and keep changes up to date, so im always hesitant to try to add in net new software to the mix especially if its going to add a step or tool that someone has to maintain and keep up to date. one of the reasons i love miro (and figma/lucidchart/these sorts of tools) is because you can REALLY have a customized journey based on the moments that are actual signals customers are getting value vs being linear!