Smooth out the customer journey with holistic data | Kristy Morrison (F5)

Smooth out the customer journey with holistic data | Kristy Morrison, F5

Kristy Morrison sits in a role that brings together data from multiple teams at F5. Her team takes a holistic view of this customer journey data in order to smooth out the process for potential customers — AKA, increase journey velocity.

  • 01:30 - Kristy runs the Digital Intelligence & Optimization Team
  • 02:23 - Key goals the organization aligns to at F5
  • 04:04 - How does Kristy know what is or isn't working along the customer journey?
  • 08:27 - It's easy to be misled by web data without organizational context
  • 10:03 - How do you take marketing data to other teams?
  • 12:57 - Showing forward progress (not just closed/won deals)
  • 16:09 - How do marketing teams earn buy-in and confidence from your internal stakeholders?
  • 18:06 - How do marketers know what content is working or not working?
  • 21:32 - Building the full view of the customer journey feels big, but is accomplished in small steps and conversations

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