The Problem
Today, every campaign, broadcast, or workflow in Customer.io sits alone. Nothing explicitly links them to the business outcomes they are supposed to drive, leading to several key challenges:
Campaigns and broadcasts live in isolation, making it difficult to understand how they work together to drive business results. This leads to reporting that double-counts conversions or misattributes them.
68% of CMOs say they can't connect spend to revenue because last-click or stage-based models miss most touch-points in the customer journey.
LLMs need a concise description of user state and intent to generate reliable "next best actions." Without structured context, AI-powered recommendations lack effectiveness.
The traditional linear funnel model doesn't reflect how customers actually move through their journey. Customers skip steps, move backward, or take entirely different paths.
Industry Context
Modern platforms are moving beyond rigid funnel stages to let teams design journeys around user behaviors and goals:
- Sitecore XP uses 'Outcomes' with assigned financial value to score contacts
- HubSpot's Journey Orchestration connects journey progress to measurable outcomes with revenue attribution
- Qualtrics notes that 'there is not a single linear journey that every customer will take'
- 71% of marketers say last-click reporting fails to explain modern journeys