For decades, Scott Brinker (VP Platform Ecosystem at HubSpot) has helped marketers and sellers understand that it's not about how much you have in terms of technology but it's how you use that technology that makes any one company that much more effective at reaching their audiences.

And it's the companies that are thinking about their customers even before they've become their customers, and utilizing technology to manage that experience end to end, that are the real stand outs.