This article was written by Greg Kihlström for Forbes Agency Council. You can read the original post here.

A common goal for marketers is to ensure that the right customers get what they need in order to move toward a purchase. While every organization’s customer journey is unique and every individual’s journey is a little bit different, the role of orchestration in ensuring there’s a seamlessness in going from awareness to a sale (and beyond) can make or break the success of your marketing efforts.

In order to help customer journey orchestration play its role, there are some important things to consider. Otherwise, like many other initiatives that have the best intentions but suffer from lack of planning, your orchestration efforts may not deliver as fully as possible. Keep in mind that the customer journey orchestration tools you choose, and the types of integrations your other marketing technology and data platforms provide, are essential. But there is much more you need in order to achieve true success.

In this article, I’m going to discuss some of the key considerations you should make as you embark on implementing customer journey orchestration.

Read the rest of the article here.