According to Shantanu Narayen, Adobe’s CEO, organizations have to break through the noise and speak to the customer to make a lasting impression. To do that, companies need to design for brilliance, rewire the entire organization for intelligence, and create an architecture for action. The latter will enable them to deliver customer experiences across all channels, break down silos, and rip out the costly “duct tape” that is holding so many back. It’s a tough challenge to master, one that takes multiple years of investment but is worth the effort, Narayen added. He pointed to brands heeding the experience business call, such as Delta, with its mobile notifications; Marriott, with its mobile key feature; and Adidas, Nike, and Vans with their “personalize your own sneaker” functionality. Get the full story at CMO by Adobe