Buy capabilities, not acronyms

This article outlines a shift from purchasing marketing technology based on industry acronyms like CDP or CRM toward a framework focused on functional capabilities. It explains that vendor-driven labels are often inconsistent, which can lead to software acquisitions that do not align with specific business needs. The approach involves first identifying necessary technical requirements - such as identity resolution or real-time data activation - and then selecting tools based on their ability to perform those specific tasks.