Where the money leaks
Most revenue leaks do not happen inside a campaign. They happen between channels. A customer buys on the app, then gets a service email that ignores the purchase, then sees a discount ad for the thing they already own. Salesforce’s State of the Connected Customer research found that 76 percent of customers expect consistent interactions across departments, while 54 percent say it feels like sales, service and marketing do not share information (Intempt).
That gap has a price. 57 percent of consumers have switched to cheaper or own-label alternatives (Emarsys). Loyalty is thin, and inconsistency makes it thinner. Shoppers move between three to five channels before they buy anything (Maestra), so every handover is a chance to lose them.
What changed in the 2026 platform market
AI assistants and agents are now commonplace in multichannel marketing hubs, according to Gartner. What separates platforms is control: the decision-making algorithms that optimise journey, offer and consent, and the rules governing what both humans and AI can do. 92 percent of marketers already use AI in their engagement programs (Emarsys).
The buying question has moved. Feature lists matter less than governance now. You need to control what the AI decides, and explain why it decided it.
A shortlist, not a ranking
There is no evidence-based universal winner among omnichannel marketing platforms, as iTechGuides states. The right choice depends on the channels you coordinate, whether customer identities and consent unify across systems, how much journey control your team needs, and what you can build and operate. Forrester scored seven providers in its Q1 2026 omnichannel advertising evaluation. That is a starting point, not a verdict for your stack.
Use the table to shortlist. Positioning comes from vendor and analyst roundups, not from head-to-head testing.
| Your situation | What to prioritise | Names that appear in the sources |
|---|---|---|
| Large enterprise, complex journeys | Journey orchestration and governance at scale | Braze, Salesforce Marketing Cloud, Adobe Experience Cloud (Intempt, Insider One) |
| Ecommerce and DTC | Native commerce data, email and SMS | Klaviyo, Omnisend (Insider One) |
| Mobile app retention | Behavioural retention, push and in-app | CleverTap, MoEngage (Intempt) |
| Inbound-led, CRM-centric | CRM alignment and lifecycle automation | HubSpot (Insider One) |
| Midmarket B2B, 100 to 999 employees | Real-time orchestration, AI segmentation, vendor go-to-market | Test candidates against your own use case (IDC) |
IDC notes that midmarket B2B organisations lack enterprise resources but are more complex than smaller businesses, and it recommends analyst documents as a shortlisting start rather than a decision (IDC). Insider One’s list is published by Insider One, so read its placement of its own product with that in mind.
Where this approach fails
A better platform does not fix a broken journey. Only 35 percent of managers felt their omnichannel personalisation worked well in 2022 (Maestra). Tools were not the bottleneck then, and they are not now.
Two costs are easy to underestimate. Migration is one: a unified platform typically replaces three or four point tools, so data, consent and creative all move (Maestra). Governance is the other. Vendor feature descriptions are vendor claims, not independent test results (iTechGuides). If nobody owns consent logic and journey rules, the platform will scale your leaks faster.
The payoff also has a ceiling. Companies with detailed omnichannel strategies grew yearly revenue by 9.5 percent, against 3.4 percent for basic approaches (Maestra). McKinsey research cited there puts B2B omnichannel gains at 5 to 15 percent revenue growth and 3 to 7 percent cost-to-serve improvement. Those numbers reward execution, not licences.
Start with the leak, not the logo
Pick one journey that crosses three channels. Map where identity or consent breaks, and write down the revenue you can see at that break. Then shortlist platforms that fix that specific break. A platform that cannot show you the decision log behind an offer is a platform you cannot audit. Fragmented journeys are usually a data problem before they are a channel problem, which is why unifying the journey comes before replacing the tool.
If your situation looks like this, we can help. Data Innovation has spent more than 20 years in CRM and data, we work from Barcelona, and our deliverability stack handles around 1B emails a month. We have recovered EUR 5M in deliverability revenue for a global FMCG client, and we hold an IESE research fellowship. If fragmented journeys are where your revenue leaks, tell us what you are seeing.