Journey management: A path to truth in a world of noise

Martin Palamarz · TheyDo Co-Founder
    jm-a-path-to-truth-in-a-world-of-noise

    Even the most advanced enterprises struggle to align around the truth. Marketing has one narrative. Sales another. Product yet another. Everyone’s optimizing their part of the system, but the whole remains broken. You’re stuck discussing the problem while competitors are already testing solutions.

    But another dashboard won’t solve your silo problem. You need a way to connect the dots between teams, tools, data, and decisions.

    That’s where journey management comes in. According to Martin Palamarz, Co-Founder at TheyDo and an expert in transforming businesses through Journey Management: “The path to competitive advantage isn’t more dashboards or another department-specific project. It’s a unified, living view of the journeys that matter.”

    Stop guessing. Start aligning.

    Journey management is the missing link: a way to visualize and manage your biggest business challenges as they actually unfold across departments, systems, and touchpoints. “Yes, journey management was born in the world of CX—but its promise is far greater,” says Palamarz. It provides a unified, evidence-based view that merges operational performance, customer reality, and business context.

    Whether you lead commercial, product, digital, or operations, journey management helps you work smarter—and together. The result? Faster action, smarter bets, and enterprise-wide alignment. 

    Here’s how it flows:

    1. Start with the pain. Solve what matters most.

    Churn is rising. Conversion is stalling. Service costs are eating into your margins. “This is not about tracking ‘CX metrics.’ This is about uniting all available evidence—hard numbers and emotional truths—around the end-to-end journeys that underpin your biggest business pains and opportunities,” says Palamarz.

    Journey management helps you zoom out to understand the full experience, then zoom in to address what’s really causing the problem:

    • Pinpoint where and why breakdowns occur across systems, people, and processes

    • Overlay operational data with real customer signals for deeper context

    • Cut through symptoms and address root causes with confidence

    2. Unite data and narrative. (Finally, one source of truth.)

    With journey management, you build living digital maps that bring together:

    • Financial and operational data from your warehouse, CRM, and BI tools

    • Qualitative insights from support tickets, transcripts, and research

    • AI-generated patterns that turn noise into meaning

    Finance sees cost drivers. Product sees where launches fail. Ops sees the friction. Everyone sees why and what to do next. As Palmarz explains, “You break out of the bubble—no longer hoping research, support, or ops ‘connects the dots’—and make cross-functional improvement part of your operating system.”

    3. Make decisions you can stand behind

    When you manage by journey, you move from reactive firefighting to strategic clarity:

    • Prioritize work that solves verified, high-impact problems

    • Align stakeholders around a shared understanding of what’s broken—and how to fix it

    • Track business impact and customer outcomes as you go

    “It’s the missing operating muscle for cross-functional, data-verified progress in any area that matters—commercial, operational, digital, or product,” says Palamarz.

    Real-world results: One journey, €1.3M saved

    A leading Dutch bank was facing rising costs and inconsistent customer experiences. Siloed efforts were creating friction across the business.

    By putting journey management at the center of how they operate, they:

    • Saved €1.3M by improving just one journey

    • Cut decision-making time by 38%

    • Reduced cross-functional friction, saving €98K per team annually

    • Replaced fragmented fixes with coordinated, strategic action

    “The shift wasn’t about tracking more CX metrics but about clarifying business pains at the journey level, mobilizing unified action, and measuring success in both bottom-line improvements and qualitative progress,” says Palamarz.

    Bottom line (besides saving more than 1 million euros): Manage journeys, not metrics.

    The takeaway

    Every business problem is a journey problem in disguise. If you’re making decisions without seeing the full journey, you're operating in the dark.

    Journey management shines a light beyond your CX—it connects data, people, and decisions around what matters most: your business’s big picture.

    Stop guessing. Start aligning.

    Ready to see what journey management can do for your business? Try TheyDo today.

    About the contributor

    Martin Palamarz is Co-Founder of TheyDo and a leading voice in enterprise journey management. His work focuses on helping businesses shift from reactive operations to unified, data-verified progress across teams, touchpoints, and customer journeys.