Most businesses buy marketing from one supplier and software from another. Each does competent work inside its own boundary, and the boundary itself becomes the problem.
A campaign produces enquiries. Those enquiries land in an inbox, a spreadsheet or a form notification. Nobody agreed who follows up, in what time frame, or what happens to the record afterwards. The advertising report says the campaign performed; the sales team says the leads were poor. Both are describing the same broken handoff.
When the same partner is accountable for the campaign and the CRM behind it, the argument disappears. Lead source, response time and conversion are all measured in one place, and the fix — better targeting, faster routing, a clearer offer — can be made wherever the actual constraint sits.
This is the reason Switch2Technologies keeps growth and technology under one roof. Not to sell more services, but because the interesting problems live between them.