In September 2015, some of Forrester's brightest and most thought-provoking analysts and other industry experts gathered at two Forrester Summits in Sydney: one for marketing leaders and one for CMOs and CIOs. Three common business challenges emerged from the presentations and discussions at these events. This report examines those challenges through a customer experience (CX) lens to help CX professionals collect and use the right data to drive CX imperatives, harness innovative disruption as a business discipline, and develop a strategic focus for CX initiatives.