About Us

Our Mission

To unite journey management ecosystem vendors, practitioners, and organizations in a collaborative, non-profit initiative that enables the development of integrated, holistic approaches to journey management. By fostering innovation, interoperability, and shared standards, we empower organizations to deliver exceptional, customer-centric experiences that drive trust, loyalty, and measurable business outcomes. We are driven by the contributions of founding members, who share our commitment to advancing the field of journey management through collaboration and leadership.

Our Vision

To be recognized as the leading enabler of collaboration across the journey management ecosystem—empowering vendors, practitioners, and organizations to align their strategies, technologies, and insights in pursuit of sustainable growth and exceptional customer satisfaction.

Why We Exist

Customer experience excellence cannot be achieved through fragmented systems. Today's organizations rely on an array of journey management tools—such as journey orchestration, voice of the customer (VoC), marketing automation, personalization engines, and CRM systems. However, the lack of integration among these tools creates silos that undermine seamless, customer-centric journeys.

The Journey Management Institute exists to solve this challenge. As a non-profit organization, we unite journey management vendors, practitioners, and organizations to create shared standards, frameworks, and strategies that enable seamless collaboration and integration. Through our efforts, organizations can adopt integrated journey management strategies that unlock the full potential of customer journeys and deliver measurable results.

2. Journey Context Unlocks Potential

Journey context provides the foundation for understanding customer intent, motivations, and behaviors, enabling organizations to design and execute journeys that meet customers’ needs while driving business outcomes.

3. Standards Drive Interoperability

We advocate for open APIs, modular frameworks, and industry standards that enable interoperability across tools and platforms, ensuring organizations can build integrated and scalable journey management ecosystems.

4. Data-Driven Insights Empower Decisions

Through benchmarking, predictive analytics, and feedback loops, we help organizations optimize their journey management strategies to deliver real-time, measurable results.

Our Guiding Principles

1. Collaboration is the Cornerstone of Progress

We unite journey management ecosystem vendors, industry leaders, and practitioners to break down silos and create shared standards, frameworks, and solutions. By enabling seamless data exchange and integration, we empower organizations to deliver cohesive, personalized experiences.

5. Education Fuels Excellence

By providing robust learning resources, certifications, and thought leadership, we enable organizations and practitioners to adopt and scale journey-centric practices with confidence.

Founding Members

  • Alterian

    FOUNDER

  • Cemantica

    FOUNDER

  • CSG

    FOUNDER

  • Forrester

    FOUNDER

  • Genesys

    FOUNDER

  • InQuba

    FOUNDER

  • JourneyTrack

    FOUNDER

  • TheyDo

    FOUNDER

Leadership Team

  • Mark Smith

    CO-FOUNDER

    Mark has a history of building software to analyze customer behavior and orchestrate customer journeys. Helping companies optimize customer engagement driven by this analysis led him to the importance of customer journeys. Mark was a founder and executive at three high-growth technology businesses, Quadstone, Portrait Software, and Kitewheel.

  • Ray Gerber

    CO-FOUNDER

    Ray has been a software product executive for over 30 years, leading product teams in real-time decisioning, customer experience and customer journeys. He helps businesses make the most of the data they have on customers to deliver better experiences to them. Ray was an executive at Chordiant, Pegasystems, Thunderhead and Qualtrics.