Steve Jobs once said, “Creativity is just connecting things.”
That line has always resonated with me, because it captures a simple truth: when we connect the right pieces, something greater emerges. We see it in art, in science, in technology and in the way we live our daily lives.
We live in a world that is more connected than ever. Our homes, our cars, our workplaces, even our watches, are constantly exchanging information, learning, and adapting. When everything works together, life feels seamless. When it doesn’t, the gaps are painfully obvious.
Marketing technology is no different.
Over the years, I’ve watched martech stacks grow more powerful and more complex. According to ChiefMartec, the average enterprise now uses around 120 different martech tools, and teams are still adding an average of 6.2 new SaaS apps every 30 days.
But when you step into the shoes of the customer, the story feels very different. An email promises one message, but the landing page starts the conversation all over again. A website greets a first-time visitor and a long-time lead in exactly the same way. A sales call references none of the research the buyer did last week.
We’ve invested heavily in tools, but we haven’t solved the real problem: connection.
Customers don’t care how many platforms we run. They care whether their journey feels seamless across every touchpoint and personalized at every step.
That’s the promise of a truly connected martech platform: not just a collection of tools, but a system that works as one, empowering teams to deliver consistent, personalized experiences everywhere a customer shows up.
Still, most personalization still happens in silos, inside the CRM, inside the email platform, inside the ad platform. Meanwhile, the website, the front door for nearly every journey, remains mostly static.
That’s why so many teams feel the same frustration: we’re working harder, but the customer experience still feels fragmented.
