The Agile Brand Guide® Releases 2026 Edition of Customer Journey Management & Orchestration Book
The book covers topics such as:
- The difference between Customer Journey Management and Customer Journey Orchestration, and why the distinction matters now
- How Next Best Action changes operating models—from campaigns and flows to decision strategies and action libraries
- Core platform capabilities including mapping and design, triggers, event modeling, integrations, governance, decisioning, analytics, and learning loops
- Practical guidance on change management, adoption, and measuring value and momentum over time
“The goal isn’t to automate more messages—it’s to make better decisions, more consistently, in the moments that matter,” said Greg Kihlström, curator of the 2026 Edition. “If your ‘personalization’ strategy still requires a weekly meeting to decide what a customer should see next, NBA is going to feel… refreshing.”
Featured Contributors to the book include:
- Tara DeZao, Sr. Director of Product Marketing, Pega
- Raymond Gerber, Co-Founder, Institute for Journey Management
- Eytan Hattem, CEO & Co-Founder, Cemantica
- Trent Rossini, CEO and Co-Founder, inQuba
- Mark Smith, Co-Founder and CEO, Institute for Journey Management
The Agile Brand Guide® to Customer Journey Management & Orchestration (2026 Edition) is published by The Agile Brand and is available through Agile Brand channels, including agilebrandguide.com, with additional availability through select booksellers.
Tara DeZao 