The competition is getting increasingly fierce and true competitive advantages are difficult to sustain.

More (digital and physical) channels makes it more difficult to deliver a coherent customer experience.  

The board, the CEO and the top management team are increasingly asking for proven effects, accountability and ROI. 

The company’s chosen position lacks a fact-based link to sales. 

The chosen position doesn’t impact daily work and decision making all departments.  

Internal silos lead to external vagueness – team members are running in different directions.