Technology is a critical component of modern marketing because it enables marketers to establish a system of record. Sales, operations, HR, and other key teams have systems of record. Without it, marketers don’t have the tools necessary to design, implement, track, and report on effective marketing efforts. Retailers and consumer brands across all sizes and industries are leveraging tools to simplify business. Traditionally, marketing technology has been very task-specific, designed to operate within a single functional silo such as email campaign management. But marketers know the value and significance of aligning marketing automation, social relationship management, content marketing, sales force automation (SFA), and customer relationship management (CRM) platforms.