Mark will present their personal journeys “beyond the map” that led them to found the new Institute for Journey Management. Over a decade of fierce rivalry, constantly battling for top-spot in the Journey Tech marketplace, that led to a collaboration to help foster the next generation of the industry. They will discuss the evidence for how Journey approaches can deliver huge value to businesses, and their vision for how the Institute will help guide business leaders and practitioners to achieve this value.

The Institute for Journey Management is a new industry association with a mission to unite journey management ecosystem members. It brings together business leaders, practitioners, implementers and vendors in a collaborative, non-profit initiative to develop shared knowledge of the business benefits possible from journey management.

Mark will conclude the presentation with a number of opportunities for the audience to get engaged with the institute on special terms thanks to the Beyond the Map conference.

Kicking off the afternoon, our MC Marc Fonteijn will host this masterclass on journey management — designed to give you a complete introduction to the discipline, from why it matters to how to make it work in practice. It brings together stories, lessons, and frameworks from leaders who have already walked this path, offering clear takeaways you can apply when you are back at your desk.

Marc will begin by sharing his own journey, moving from service design into journey management, and how he has applied it through the Service Design Show. Jochem van der Veer (TheyDo) will then distill the top lessons from the Experience Edge podcast, highlighting the business challenges leaders face and the impact journey management can deliver when silos are connected.

Next, Jens Scharnetzki (EnBW) will bring product delivery to life, showing how every roadmap item is tied back to the reality of a customer journey — reminding us not to build before we know for whom and why. Florian Vollmer (Autodesk) will follow with Momentum through community, exploring how alignment, value, and impact are created when dispersed energy is turned into collective momentum.

After a short break, Bill Staikos will share the three things executives consistently look for when justifying spend on CX initiatives — and what every practitioner can do tomorrow to be ready. Aude Jacquemin (Lyreco) will then take us inside the changes her team made to embed journey management as a global CX function, reflecting on the process, challenges, and wins.

Mark Smith (Journey Management Institute) will close the speaker contributions with a reminder of the importance of standardization — and the value it brings when workflows and practices are consistent across the enterprise.

The session wraps up with a panel discussion hosted by Memie Huang, featuring Jens Scharnetzki, Florian Vollmer, Aude Jacquemin, and Marc Fonteijn. Together, they will share candid reflections on pitfalls to avoid, practices that deliver results, and advice for building confidence in your own organization.From start to finish, participants will gain practical guidance on how to:

• Frame the case for journey management

• Connect journeys to product, business, and customer outcomes

• Build momentum through people and community

• Anticipate what leaders need to hear

• Embed standards that make scaling possible

This is a fast-track guide to journey management, enriched by stories, lessons, and methods from those already leading the way.