Gartner reports from 2018 that 52% of marketers with CX responsibility expect their budgets to remain the same or decrease. However, expectations with the importance of CX is continuing to grow. 23% of B2B CMO’s see CX as a top 3 objective. So how do Marketers that assume CX responsibility address this with less budget without giving up important technology needed for other aspects of Marketing? This research appears to demonstrate a clear truth: it is often easier to say something than to do it. So how do business leaders start developing a customer experience strategy that keeps the engine of marketing running with the least amount of friction? The answer to me is easy – do nothing without input from customers and as a marketer stop spamming your potential customers and engage with them. Our customers are in control, not us.