The struggle of siloed teams: why marketing execution feels impossible
The platform I built to solve a serious customer journey pain point
For years, I worked inside some of the world’s biggest brands - managing campaigns, optimising customer journeys, and trying to get marketing, product, and tech teams to work together.
And every time, the same frustrating pattern emerged:
No one had visibility into the entire customer experience.
Insights stayed at the leadership level and rarely reached execution teams or vice versa.
Marketers were using more tools than ever but lacked a single source of truth.
At GAP, I led the first GAP Casting Call in Australia, managing an end-to-end campaign that combined in-store activations, digital ads, a user-generated content site, magazine coverage, and social media engagement.
But despite running the campaign, I couldn’t see the full picture of what was happening across channels. I thought it was just a “feature” I wasn’t getting within the techstack.
But now I know, it happens to a lot of organisations.
Take this as an example of what was happening in my campaign.
Paid media was driving traffic to a landing page. A separate agency was handling that landing page. A different group was managing the login and submission process. Another was responsible for social voting mechanics.
It was disjointed. I had no way to see how all these moving parts connected - unless I manually pieced it together.
That experience made me obsessed with fixing this problem.
At Deloitte, I worked with enterprise brands implementing martech solutions, and the same pattern emerged - teams working in silos, unable to collaborate efficiently.
Where was the customer journey documented?
Where did the backlog of work that needed fixing live?
Where was the single source of truth that showed what customers were actually experiencing?
It didn’t exist.
How siloed teams are breaking the customer experience
The biggest challenge in marketing execution isn’t a lack of creativity or data. It’s the inability to see the entire journey.
Here’s how most teams operate:
Marketing teams plan campaigns in Miro or PowerPoint.
Product teams design assets in Figma.
Developers track work in JIRA.
Analysts pull reports from Looker, GA4, or Amplitude yadda yadda.
CX teams map out customer journeys in PDFs and slide decks in .1 font.
Each of these tools captures a piece of the puzzle - but no one is seeing the whole picture.
What happens next is predictable:
A paid media team launches a campaign, driving traffic to a landing page that hasn’t been updated.
An e-commerce team optimises a checkout flow without knowing what traffic is coming from marketing.
An SEO team prioritises search intent, while brand messaging moves in a completely different direction.
CX insights sit in PowerPoint decks but never reach the teams who can actually fix things.
And so, customers end up experiencing a disjointed, inconsistent journey - one that no one inside the company sees coming.
When I realised something had to change
At some point, I stopped believing the right tool existed and started mapping customer journeys manually.
In one role, I ran entire strategy workshops using nothing but Post-it notes, covering conference room walls with step-by-step visualisations of customer journeys.
Eventually, this process became repeatable:
Audit the current customer journey and identify gaps.
Ideate and document a “blue-sky” version of the ideal experience.
Create a backlog of necessary fixes.
Prioritise the backlog by impact and feasibility.
Execute, measure results, and optimise over time.
The process worked, but it had a fatal flaw - it relied on constant manual updates. Screenshots had to be refreshed. Notes had to be transcribed. Changes needed to be tracked across multiple teams.
The fix: A single source of truth for customer experience
I was sitting on maternity leave thinking, there has to be a better way. I couldn’t find it, I had semi-built it using Post-its and Miro Board. But I wanted a source of truth.
Why? Because we all deserve to have something that can make our work easier and give us the best results. Plus, the customers deserve an engaged experience. One that really has their needs in mind.
This is why I built Nevam - a platform designed to visually connect every part of the customer experience and make execution easier.
With Nevam, teams can:
See what’s live across every channel, from paid media to email journeys.
Track all backlog items in one place, ensuring nothing gets lost.
Attach backlog items to KPIs, making it easier to prioritise work that drives business results.
Marketing execution is getting harder, not easier. AI is accelerating content production. Personalisation is scaling in ways we’ve never seen before.
Yet most teams still can’t see the journey they’re delivering. That has to change.
Would love to hear from other marketing and CX leaders - do these challenges sound familiar? How are you managing execution across teams?
What can you expect?
This is the first in a series of articles exploring the challenges of marketing and CX teams - and how to fix them.
If you’re a marketer, CX leader, or part of a team struggling with execution and want to also learn how you can optimise your customer experience, this series is for you. Let’s make marketing easier, more efficient, and customer-focused.
Nevam is building a product community. We build for our community and our clients. If you want it. We will build it. Get in touch and let’s go through how we are planning on solving this massive problem and collaborate for how it can solve your organisations biggest problems.