/ Whitepaper INTRODUCTION Are marketers absurd? They keep buying more software even though they’re not making full use of the systems they already have. There are over 8,000 marketing tools available today. The obsession that’s driving marketers’ purchases is a healthy one: striving to deliver the best possible experience to their customers. In fact, one of the hottest categories right now is multichannel marketing hubs, exactly because marketers hope that unifying their technology stack will make it easier to deliver cohesive customer experiences. But savvy marketers know that even the shiniest new system won’t necessarily solve their problems. So they rightly ask the next logical question: how can you ensure whatever technology you buy really delivers on its promises? We believe

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