Jonathan Gordon, a McKinsey partner and leader focused on the power of smart analytics to drive growth, talks about the future of marketing with Brian Solis, principal analyst at Altimeter Group and a leading thinker on the impact of social media and disruptive technology on business.

Brian Solis: Customers are becoming more demanding, and more connected. As I say in my new book, What’s the Future of Business, instead of purely reacting to this different breed of customer, companies need to evolve their business, philosophy, and infrastructure to create customer experiences around very specific moments of truth. Thinking of this as a decision journey gives marketers a better way to in turn make decisions around resource allocation, marketing spend and overall significance in each moment.

Jonathan: The whole idea of moments of truth really resonates with me. It’s a thoughtful view of the customer decision journey where you can say that there are certain events where “Here’s when it really matters,” or “Here’s when you’re going to succeed or fail.” The challenge for marketers—and brands in general—is that in some industries, those moments of truth are often disappointments in service delivery or other situations where the brand has let them down.

Read the full interview here.