In a digital business, marketing and technology are not two functions that ought to coordinate better. A beautifully designed loyalty program built on customer data nobody can reach is a slide deck rather than a program. Look at what actually drives ecommerce growth: personalization, marketing automation, customer data platforms, conversion optimization, attribution and measurement. Measure both on revenue growth, customer retention, and conversion, and collaboration stops being a virtue and becomes self-interest. For Steven Sarafian, the connection between marketing and technology is not management theory.