Delivery starts with awareness and is only done when the user retains (ideally refers), so you better have a plan for everything that leads to that point
Disproof
A centrally verifiable map of the complete user journey with direct responsibility assigned to every step
Consequences
There are myriad interactions with the user, and no single team can handle everything. Effort will either:
Get duplicated / move out of sync in silos, only to get lobbed over the wall for someone else to scramble on
Fall between responsibilities and not actually happen
You won’t have any idea of compound impacts and whether something is feeding through / working
You burn money and time on things that don’t work
Best case you waste weels, worst case you damage your reputation, either way you stand to lose customers and money
Causes
Silo’d teams with different incentives all pulling in their own directions
Typically a failure of organisational design
Can also arise due to politics and feudalism
The lack of anyone suitably motivated to fix it from within a given department
And in all cases, whenever a process only exists in people’s heads, you stand to have have as many processes as heads
Approaches
True Funnels represent the COMPLETE user journey. They start with how your user hears about the product, and ends up all the way past acquiring, using, getting value from it, all the way out to convincing someone else to use it
Write it down, agree it, and revisit it in contact with reality