We are in the “Roaring Twenties,” but unlike what was anticipated, companies in this decade are confronting a host of new challenges. The overlapping effects of external shocks and crises necessitate a fundamental reevaluation of how businesses can prepare for the future. Furthermore, delivering an outstanding customer experience has become as crucial as the product or service itself, a reality that applies equally to both B2B and B2C markets. A technological arms race has been underway in marketing for some time, yet despite the abundance of MarTech solutions available, most companies only leverage about 40% of their technological potential (including systems, applications, and data).