LaneTerralever, the digital marketing and branding agency, is acquiring content marketing firm Convince & Convert, with both joining forces to offer a comprehensive suite of CX services under a new umbrella collective to be called Experience Dynamic.

While the two organizations will continue to run independently, a statement from LaneTerralever said that uniting both companies will allow customers to access the full scope of their combined services throughout the CX journey—from initial insights and strategy to creative execution—under the guidance of one team.

Meanwhile, Experience Dynamic will be an integrated group of companies being brought together with the intention of creating cohesive CX. The collective is being launched as digital transformation has accelerated, often outpacing the capabilities of brands to fulfill promises, the LaneTerralever statement pointed out.

Jay Baer, the founder of Convince & Convert, said that with data showing marketing departments to be increasingly responsible for the entirety of CX, a collective like Experience Dynamic is appropriate. “Now is the right time to bring together these two disciplines, with the understanding that it is a full-line process of research, strategy, execution, and metrics,” he remarked.

Baer will sit on the advisory board of Experience Dynamic as he continues to lead key client relationships at Convince & Convert, alongside its team of 14 global marketing and CX strategists. Convince & Convert will fall under Experience Dynamic as its inaugural acquisition.

Chris Johnson, the CEO and founder of LaneTerralever, will also be CEO of the new Experience Dynamic. With Convince & Convert as Experience Dynamic’s founding partner consultancy, Johnson and his team will continue to acquire interrelated agencies across data management, event marketing, and other disciplines to serve as turnkey advisors for brands.

“I have admired Jay and his team for years, and no consultancy has a better understanding of how to treat customers in today’s fragmented environment,” said Johnson. “We’re excited to join forces to help CMOs and CTOs tackle what are the greatest challenges of marketers today, customer retention and growth.”

Baer, the author of six best-selling books on marketing and CX, and an inductee into the professional speaking hall of fame, noted the relationship between the two fields. “CX marketing without strategy is a recipe for frustration and ineffectiveness. Conversely, customer experience strategy without execution tends to be a lot of ‘holding hands by the campfire’ exercises,” Baer said. “To make a meaningful difference, you have to combine both. Combining strategy and execution in one place better serves today’s CMOs, who are responsible for guiding an increasingly complex customer journey.”

Using consumer data in a purposeful way will be a key objective of Experience Dynamic, noted Johnson, a former industrial engineer.

“So much of the focus we see today is on the pre-sales customer experience. This shouldn’t come as a surprise: 80% of CMOs today are charged with leading CX transformation, along with delivering on growth,” Baer observed. “However, the reality is that to truly deliver exceptional experiences change must be made across the entire enterprise. I’m excited to be building a collective that is prepared to help business leaders tackle customer experience transformation by guiding our customers in their evolutions toward truly integrated CX transformation.”

Both LaneTerralever and Convince & Convert are based in Phoenix, Arizona. LaneTerralever clients include Toyota, the University of Arizona Global Campus, Western Alliance Bancorporation, and the Yaamava’ Resort & Casino at San Manuel. Convince & Convert clients include Oracle, Cisco, Visit California, Purdue University, and Sam’s Club.