We’ve made it to Step 5—the final step in the Moments-Based Marketing series! And honestly, it’s the one that separates good strategy from real impact.
You can have the cleanest stack, the smartest journeys, modular content, and AI in play—but if your strategy dies in a spreadsheet, none of it reaches customers (or revenue). That’s why Step 5 focused on turning moments-based strategy into revenue-critical action: faster execution, tighter feedback loops, and clearer alignment to business outcomes.
In Step 5, we were joined by Tanya Littlefield (VP of Growth & Digital Marketing, Amplitude), Rachel Kamel (Director, Growth Marketing, Zwift), and Sebastian Cabrera (Sr. Mid-Market Customer Account Manager, Iterable), who all reinforced the same idea from different angles.
As Tanya Littlefield put it,
Execution is the hardest part. It’s not about setting something up and walking away — it’s about staying close to performance and adjusting when the data tells you to.
What this looks like in practice
Rachel shared how Zwift approaches moments-based execution in a subscription business where onboarding and returning-user moments are critical—and timing matters. With seasonality and shifting user intent, the team focuses on getting the right lifecycle flows live quickly, watching performance closely, and iterating while the moment still counts.
Webinar Poll Reality Check (and why Step 5 sticks)
In the live polls, a lot of you shared that you’re currently running basic demo-level or behavior-triggered personalization. And when we asked where teams hit bottlenecks, the answers were loud:
- Applying data and insights to creative
- Measuring what’s actually working
- And the most relatable of all: “all or many of the above”
Which is exactly why Step 5 matters. This step is about building the operating system that keeps strategy moving—so personalization doesn’t stall out halfway.
Key Takeaways
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Execution is the multiplier.
Across brand, growth, and platform perspectives, one thing was clear: the teams that win aren’t the ones with the most ambitious plans. They’re the ones who can launch, learn, and iterate across the lifecycle while the moment still matters. -
Focus wins. Every time.
Tanya shared how high-performing growth teams prioritize the priority moments that actually move the business. Instead of reacting to every signal, they stay focused on high-impact journeys that matter most. -
Your strategy needs a feedback loop, not a quarterly report.
Rachel reinforced that execution becomes easier when teams have real-time visibility into performance and can see what’s working—and what’s not—fast enough to adjust. Waiting weeks to evaluate results means missing the moment entirely. -
Measurement is part of execution.
Many of you called out “measuring what’s actually working” as a blocker. Step 5 hit this head-on: if you can’t quickly connect performance back to business outcomes, you can’t confidently scale what works. -
Operational clarity turns strategy into revenue.
Sebastian grounded this in execution reality: clear ownership, clear next steps, and the ability to act without waiting on approvals—especially when standing up onboarding and retention journeys—are what turn strategy into momentum, and momentum into revenue.
Replay & Resources
- 🎥 Watch the full replay to see how Tanya, Rachel, and Sebastian approach execution that stays aligned to business outcomes—without slowing teams down.
And that’s the full 5-step playbook for moments-based marketing—from data to journeys, content, AI, and finally the part that makes it all count: revenue-critical action.
