Each CMO should consider appointing a marketing technology leader whose sole function will be to ensure compatibility between routing systems and to ensure that data, content and other equipment run throughout the stack. There is no single source of truth for marketing, even though the number of marketing teams has increased and their tasks have become much more complex. This stereotype has been challenged in a relatively short period of time, as marketing expectations have increased as a key growth factor. You can count on the IT department, but the trend has been to find a patchwork blanket of various specialized marketing tools. As a marketing leader, we can provide some of the services that our talented marketing teams deserve. Another reason we need to quickly overcome this obstacle is because the marketing game has become much more complex. The explosive growth of sales channels in recent years has changed the situation. Simply put CMOs have no idea about their marketing activities or campaigns or the technology to unify their organization. Marketing teams are often formed unwittingly to participate in competitions. Imagine if we had the technology to get out of the mines and shadows, and the budget allowed us to do a good job together.