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We marketers spend so much time on our marketing, we can be forgiven for thinking that it’s the first and last word about the brand.

Perhaps there was a time when this was more or less true. Not today.

Today, the conversation about brands, services and products is never more than a couple of clicks away. People have more tools than ever to find out what other people really think about the things we sell. Advertising is a smaller and smaller part of the conversation.

That’s why an integrated growth plan must start with the behaviors and beliefs of the audience. It needs to embrace the entire brand experience. The customer journey becomes the road map. By prioritizing the touch points with the greatest leverage, real results improvement can often be achieved in short order.

So, what about the 57%? That’s the part of the buying process that a prospect typically engages in before they talk to someone from the company. The other 43% is important, but the whole 100% is where the winners play.