The CX Equation
The Alignment Advantage: How Agile Teams Create Better CX
July 7, 2026
In this episode of The CX Equation, hosts Chantelle Casey and Mark Clydesdale speak with Greg Kihlström, consultant, author, and host of The Agile Brand podcast, to explore why true agility is not about moving faster, but about moving together with purpose. Greg explains how organisations can avoid confusing constant change with real agility by building alignment, creating disciplined experimentation processes, and balancing team autonomy with shared direction. The conversation explores why data silos, disconnected processes, and behaviour change are the biggest barriers to delivering seamless customer experiences, and how leaders can overcome them without rebuilding their entire organisations. Greg also shares insights on moving beyond AI experimentation toward practical adoption that creates measurable impact.
In this episode of The CX Equation, hosts Chantelle Casey and Mark Clydesdale speak with Greg Kihlström, consultant, author, and host of The Agile Brand podcast, to explore why true agility is not about moving faster, but about moving together with purpose. Greg explains how organisations can avoid confusing constant change with real agility by building alignment, creating disciplined experimentation processes, and balancing team autonomy with shared direction.


The conversation explores why data silos, disconnected processes, and behaviour change are the biggest barriers to delivering seamless customer experiences, and how leaders can overcome them without rebuilding their entire organisations. Greg also shares insights on moving beyond AI experimentation toward practical adoption that creates measurable impact.


Key takeaway: Organisational agility comes from alignment, experimentation, and coordinated action, not speed alone, enabling teams to create better customer experiences at scale.


What You’ll Learn:



Greg Kihlström is a consultant, advisor, author, and host of the award-winning The Agile Brand with Greg Kihlström® podcast, helping organisations create greater customer value through the intelligent use of technology, data, and process improvement. With deep expertise across marketing technology, customer experience, AI adoption, and change management, Greg has advised Fortune 100 and Fortune 500 companies on personalisation, customer data transformation, journey orchestration, and operational agility. He is the author of more than 20 books on martech and CX, a Lean Six Sigma Black Belt, an Agile Certified Coach, and a recognised thought leader who has been featured in leading publications and lectured at universities including Georgetown and Virginia Tech.


Mark Clydesdale is the Head of Strategic Consulting at Tap CXM and a customer-obsessed marketing strategist who turns messy data and competing P&Ls into clear, scalable personalisation. He’s best known for championing relevance and bringing a strategic perspective on the importance of relevance in personalisation. Having worked across sectors from telco and banking to retail and media, Mark bridges the gap between customer insight, decisioning, and real-world execution.


Chantelle Casey is the Principal Solutions Architect at Tap CXM and a marketing operations and MarTech leader who builds the plumbing that makes personalisation work at scale. She specialises in unified customer views, decisioning, and “next-best-everything” logic. Currently, her focus is on supporting clients in transforming their business to best, optimising their customer experience, improving their agility, and developing better ways of working that are insight-driven and customer-focused.


Episode Resources:



This episode is brought to you by Tap CXM.


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