Marketing technology can be tremendously powerful, both in enabling marketers to do innovative things and in allowing them to automate common tasks. But there are two big problems marketers face in working with their technology stack (or more accurately, their marketing technology matrix) today.
The first problem is that most of the tools simply aren’t very smart. Which means, too often, that their net effect is to enable marketers to do the wrong things more quickly and at a lower cost. For example, to send a specific message to a specific group on Tuesday morning at 10:00—even if that message isn’t right for that group, or Tuesday at 10:00 isn’t the best time to send it.
The second problem, which is part of the reason for the first, is that marketers too often must work with stacks or matrices of tools that are disconnected from each other. The resulting gaps and overlaps 
make it difficult for marketers to make the best decisions.
While running an ecommerce company in his prior role, Nicolas Wegener recognized the fragmentation in the customer journey caused by the number of software platforms his company had to use to run its online store. It was a big hindrance, and figuring out which tools worked the best with one another was challenging.
