Its about your Technology Stack and Business Processes
It is all the tools your organization uses to support your sales and marketing activities.
Your stack can give you a sizable competitive edge. Or it can hold you back from being successful if it contains the wrong products, not properly implemented or poorly used.
Technology is merely a tool. Without the rules and guidelines to govern how you wan.t to use it, it merely will sit ideally in your toolbox.
By setting your processes in the technology, you gain the benefits of automation, control productivity and analytics.