Not sure where to start?
Posted: Wed May 28, 2025 4:19 am
But when that customer journey is uniform across departments, people take notice. In our report, 79% of customers say they’re more loyal to companies that provide consistency across departments.
So how can you build a cohesive personalization strategy from the start, so your customers don’t end up frustrated? Identify stakeholders for the three main functional areas of personalization: strategy, channel execution, and product management. Then build your strategy and collaborate.
Here are the stakeholders you need working in harmony and how they align with the three functional areas:
You’ll need an executive sponsor to help you strategize, own the overall program and provide support. This may be your vice president of marketing, CMO, or even chief customer officer.
After you develop a strategy and appoint an executive sponsor, you’ll need several stakeholders to help you implement and manage your overall personalization program. Some of these roles include:
Program manager: This person will oversee the personalization america phone number list program by managing and maintaining schedules, coordinating groups across departments, and providing resources.
Product manager: Working in alignment with the program manager, the product manager will oversee the day-to-day management of the program and will act as an expert for your personalization product.
Tech lead: Although marketers can run many aspects of personalization campaigns independently, it’s still essential to appoint a tech lead or establish a relationship with IT. They will set up the initial integration and be available as a resource when technical issues arise.
Analytics lead: An analytics lead can synthesize data and owns all program insights. From the beginning, you will need this key stakeholder to stay on target, meet your goals, and innovate new approaches to personalization.
You’ll also need a channel execution team to help you coordinate and execute campaigns. They may start with one channel and then extend your personalization efforts across channels little by little.
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Obstacle 2: Not being able to access the right data
Once you’ve got the departments aligned, you have to make sure they’re working with relevant data. Our report shows that 61% marketers believe the lack of data stands in the way of adopting generative AI to improve personalization. Different teams working off different data is one of the major personalization challenges that companies face.
So how can you build a cohesive personalization strategy from the start, so your customers don’t end up frustrated? Identify stakeholders for the three main functional areas of personalization: strategy, channel execution, and product management. Then build your strategy and collaborate.
Here are the stakeholders you need working in harmony and how they align with the three functional areas:
You’ll need an executive sponsor to help you strategize, own the overall program and provide support. This may be your vice president of marketing, CMO, or even chief customer officer.
After you develop a strategy and appoint an executive sponsor, you’ll need several stakeholders to help you implement and manage your overall personalization program. Some of these roles include:
Program manager: This person will oversee the personalization america phone number list program by managing and maintaining schedules, coordinating groups across departments, and providing resources.
Product manager: Working in alignment with the program manager, the product manager will oversee the day-to-day management of the program and will act as an expert for your personalization product.
Tech lead: Although marketers can run many aspects of personalization campaigns independently, it’s still essential to appoint a tech lead or establish a relationship with IT. They will set up the initial integration and be available as a resource when technical issues arise.
Analytics lead: An analytics lead can synthesize data and owns all program insights. From the beginning, you will need this key stakeholder to stay on target, meet your goals, and innovate new approaches to personalization.
You’ll also need a channel execution team to help you coordinate and execute campaigns. They may start with one channel and then extend your personalization efforts across channels little by little.
Get articles about marketing selected just for you, in your inbox
Sign up now
Obstacle 2: Not being able to access the right data
Once you’ve got the departments aligned, you have to make sure they’re working with relevant data. Our report shows that 61% marketers believe the lack of data stands in the way of adopting generative AI to improve personalization. Different teams working off different data is one of the major personalization challenges that companies face.