The funnel is the wrong metaphor for modern CMOs. Today’s buying journey is a tangled web of signals, stakeholders, and channels. Customers explore, evaluate, and engage across multiple channels at the same time. Yet many marketing strategies still assume a linear journey that no longer reflects how buying decisions are made. Join Jayson as he shares how marketing leaders can redesign engagement around the full customer lifecycle using buyer insights and journey mapping. Through real examples from Delinea’s security buyer ecosystem, you’ll learn how aligning marketing, sales, and customer experience around the buyer’s journey drives stronger engagement and measurable business impact. Key takeaways: - How to use the Forrester B2B customer lifecycle to align marketing across the full customer experience - Why modern buyers engage in multiple stages of the buying journey simultaneously, and how marketing should adapt - How buyer insights and journey mapping improve content, campaigns, and engagement strategy - A real-world example of applying journey insights to drive better engagement, pipeline quality, and customer outcomes