We too often engage with clients who are using some basic digital marketing tools but they are not organized in a way that is relevant to the way their customers buy. Its analogous to putting a restaurant between a cemetery and a golf course. It just does not make sense.

The following article by McKinsey and Company sheds light on how to smart companies are assembling the right digital pathways for their customers.

http://www.mckinsey.com/business-functions/operations/our-insights/speed-and-scale-unlocking-digital-value-in-customer-journeys