Seems like I’ve been getting a lot of mileage out of McKinsey’s Customer Decision Journey study from last year. The research outlines the evolution of the manner in which consumers make decisions. It is no longer a linear process or funnel, mapped by marketers with a corresponding marketing funnel.
Why I say I’ve gotten mileage out of this is because its really made me think about the enterprise and operational implications of this quantum shift in customer behavior.
In short, here’s what I mean (press ‘play’, ‘more’, ‘autoplay’):