MARKETING ACTIVATION PROGRAM
Journey Simulator
Explore how teams operate within audience groups to deliver journey-based always-on marketing across intermediary and institutional lines of business.
Self-guided walkthrough · Illustrative / for discussion — not confirmed CG staffing, journeys, or org design.
HOW THE SIMULATOR WORKS
Pick a view
Choose Audience Experience to follow a persona, or Internal Team Workflow to see the teams behind each moment.
Start with a purpose
A business priority or customer signal can initiate work; human interpretation connects it to a useful next step.
Move step by step
Follow each stage in order; use What's next to see the handoff and continue the story.
Go deeper anytime
Turn on the AI use case or Technology View layers, and share a reaction on any step.
Illustrative learning experience based on a proposed operating model—not an approved CG process, staffing plan or live integration.
Our North Star
Every audience gets the right message in the right channel at the moment it matters, so each audience recognizes Capital Group as a relevant partner of choice, in service of business growth and retention.
Six guiding principles
1. Journeys over channels
Organize around audiences and journeys, with teams working toward a shared client and business outcome.
2. One clear owner per journey
Assign one accountable owner, with decision rights agreed up front.
3. Plan for always-on activation
Run journeys continuously, responding to audience signals. Campaigns become bursts within those journeys.
4. Shared standards, local freedom
Share audience definitions, data, brand and measurement standards, while giving teams freedom to tailor execution.
5. Guardrails by design
Build compliance and AI controls into the work from the start, with humans retaining judgment and accountability.
6. Journey-level measurement
Measure the whole journey and feed results back to Sales and Marketing to determine the next action.
How audiences and journeys connect
Proposed concepts to discuss—not agreed operating-model decisions.
Broad audience
A relationship group, such as intermediary advisors or institutional plan sponsors—not a single journey.
Overlapping segments
Needs and interests can overlap. One advisor or account can participate in several focused journeys.
Lifecycle / relationship stage
Context such as learning, evaluation or an established relationship shapes the experience; it is not automatic qualification.
Focused always-on journey
Connected work toward a client and business outcome. Model education and product education can both continue over time.
Campaign burst
A time-bound activation, such as an ETF launch, can sit within an ongoing journey.
Touchpoint / focused play
A resource, webinar or meeting supports the relationship. A meeting is not the whole relationship.
Responsibilities to discuss
Audience-level coordination
Connect overlapping journeys, account context and contact-policy decisions across an audience.
Single-journey accountability
Own the client and business outcome, priorities and next action for one focused journey.
Who holds each responsibility, decision rights and whether the same person holds both remain open design questions. Responsibilities are combinable—not FTEs or agreed reporting changes.