Opportunity Cost

For most businesses, sales and marketing serve as the "oil that keeps the engine running" yet is not often a core competency of the team. Business models which rely on promotion by their workforce of contractors or vendors can't effectively scale in-house marketing resources to serve every individual. The process becomes even more complex when marketing materials and copyright must adhere to industry specific regulations.

Assuming that an organization is able to efficiently handle the creation of marketing material in house, does that same efficiency carry over to production and distribution? For example, many real estate brokerages offer their agents self-service tooling for generating print materials. If the print template requires photos, who takes them? Once it is designed, who prints it? If co-marketing with a third-party, how are costs split and tracked? At what point does the time spent by the agent to execute their marketing strategy begin to impact their revenue generating abilities?

Fragmentation

Decreasing the level of effort required to execute marketing is critical as these responsibilities are often secondary to generating revenue or performing a service by an individual. Having to coordinate between multiples vendors/platforms or shift data/media from one system to another takes away valuable time and productivity.

An ideal marketing platform should be able to combine the procurement of media, curation of design and provide a low-effort mechanism to distribute assets. In the event of regulatory compliance, communication between parties and financial auditing should be handled implicitly without much overhead.