The ability to capture — and hold customer attention is becoming ever more elusive. As consumers, we expect every experience to be as seamless and instantaneous as booking a ride on Uber or watching a movie on Netflix. In a world where customers value experiences based on speed, simplicity, and relevance, today’s marketing operations leaders face significant challenges.

But customer experience also presents a sizeable opportunity. For businesses that get their CX right, substantial rewards await. According to Accenture, customers that have a positive experience are 6x more likely to buy again, and businesses that provide a great customer experience outperform their competitors by 14% in terms of revenue growth.

The opportunity for marketing operations leaders

Studies show that 80% of companies believe they deliver “super experiences”, while only 8% of customers agree. Bridging this gap between expectation and reality requires cross-organizational alignment.
 By leaning into other areas of the business, operations leaders can identify opportunities for investment in customer experience and develop strategic initiatives that deliver results beneficial for both consumers and the business.


Investing in the right CX technology is crucial. With today’s customers interacting with brands through multiple touchpoints both in the digital realm and in the real world, a flexible and agile content management solution is key to ensuring the customer experience is seamless throughout.

Benefits of better CX for marketing operations

By delivering better CX, marketing operations teams can expect a range of improvements including:

  • Faster time to market
  • Reduced cost of service and cost per interaction
  • Reduced demand on operational teams
  • Minimized contact center volume
  • Better cross-team collaboration
  • Reduced manual interactions
  • Increased innovation
  • Increased compliance and security

The organizational benefits of better CX

Businesses that adopt better customer experience practices and invest in the right technology can look forward to a 15% lift in revenue. Delivering relevant experiences to relevant touchpoints results in a 10% improvement in online AOV, while there are also benefits for IT including 35%-40% reduction in total cost of ownership and an 83% reduction in deployment efforts.

XM Cloud: A future-facing solution

Sitecore XM Cloud is a fully cloud-native and composable CMS that enables effective collaboration across teams, lightning-fast global delivery, and automation and integration across the ecosystem.

Find out more about how XM Cloud can help transform your marketing operations. Watch the on-demand webinar.

Fiona Hilliard is a Content Marketing Manager at Sitecore. Connect with her on Linkedin