Marketing Automation is only as powerful as the strategy behind it. Too often, we are so keen to build campaigns that we forget to align on the bigger picture. This leads to siloed journeys, missed opportunities and disappointing ROI. In this session, we will take a look at some concrete examples of workshops and tools, such as customer journey mapping, to unlock the full potential of your marketing automation solutions, even bringing in opportunities for improvements from other teams! You will walk away with the framework to start running these workshops yourselves to help you, your teams and your customers/business align cross-functional teams to build smarter, more customer-centric solutions.