Omnichannel

A buyer experience where every channel (email, web, phone, in-person) shares state. The buyer's previous interactions are visible to whoever they engage next. Most B2B teams claim omnichannel but actually run multi-channel. Separate tools, separate threads.

A unified customer record that every channel reads from and writes to. Without that, channels operate in silos and the buyer experience feels disjointed. CDPs and identity resolution are the typical enablers.

For high-ACV enterprise sales: yes, the cohesive experience differentiates. For low-ACV transactional: usually no, the engineering overhead exceeds the conversion lift. Mid-market sits in the middle.

Buying more tools instead of integrating existing ones. Adding the fifth channel without unifying the first four makes the experience worse.

Yes. By providing the unified account view that other channels read from. Sequencer, CRM, ABM ads, and AE notes all reference the same canonical account record.