Football or soccer depending on which part of the world you are, where 11 players determined to place the ball to other end of the field and crowds goes “GOAALL”! The coach is one on the sidelines watching every move and strategizing the player line up to achieve the common objective. Similar to that executive strategizing resources to achieve business goals within the ecosystem. For a business football field represents the customer journey to reach the common business goal of conversion or sale. The players are touchpoints or marketing channels which connect with the customer/user across different phases.