It's one of the most highly discussed and universally lauded endeavors among leading brands among every industry. Deliver a consistent, frictionless customer experience from online discovery through digital or guided purchase and post-sales, or risk your competitive foothold. Yet, it's not clear just how to execute on the goal of seamlessly connecting marketing and sales.

With so many differing opinions and competing departmental mandates, it's no surprise sales and marketing leaders struggle with where to start. Of course, there are other considerations too, including legacy systems, ineffective processes and workflows that can quickly take your CX from mediocre to unacceptable. I recently met with Kayleigh Halko, CX Product Strategist at Oracle. We had the opportunity to talk about this in detail during an informal interview.