10 • conducting a tech diagnostic to identify missing tools • reconfiguring processes in areas such as talent, data, tech, analytics, and marketing operating models to optimize for targeted promotions and content development Excellence in execution sets the leaders apart from the followers. Success hinges on seamlessly integrated platforms backed by well-trained teams that can fully maximize investments. To improve performance, marketers can focus on operational efficiency, eliminate redundant systems, and establish robust governance. This can help bring together disparate tools into a unified engine for more relevant and personalized customer engagement, contributing to real growth. Eli Stein is a partner in McKinsey’s Bay Area office; Kelsey Robinson is a senior partner in the Boston office; Alexis Wolfer is an associate partner in the Southern California office; Gaelyn Almeida is an expert associate partner in the Washington, DC, office; and Willow Huang is an associate partner in the New York office. The authors wish to thank Carolyn Spalding, Jianing Cheng, and Molly McCulloch for their contributions to this article. Copyright © 2025 McKinsey & Company. All rights reserved.