Well, this is a nice little graphic from Julian Cole to show how brand building and performance marketing drive users into sales activation, offers and experiences. Often advertising, experience or media folks think of what they are responsible for delivering. Yet, it matters to zoom out from time to time, as clients and marketers are thinking of their broader effectiveness (and budget). When using this, feel free to add in a “we are here” arrow, pointing to the area of focus for the discussion. This helps to ground it’s all part of a wider program.