As any modern CIO would tell you, workplaces around the world are overflowing with martech tools to help craft the modern customer experience. But funny enough, the tools at their disposal could be the biggest roadblocks standing in their way.\nI\u2019ve talked a lot about the best-of-breed approach, which is quickly becoming the preferred method for getting the right enterprise tools in the hands of the right people. Adopting this strategy is a good first step, but it isn\u2019t everything. The best technology on the market doesn\u2019t automatically produce the most engaging digital experience for your customers. What\u2019s missing is the orchestration layer that ties it all together.\nRealistically, no digital experience that spans across channels, merging content and commerce or sales and CRM can exist without a backend that\u2019s orchestrated to a tee. If companies are expected to deliver digital experiences that are seamless and intuitive, the experience behind the curtain should be no different. Unfortunately, that\u2019s often not the case.\nCleaning up your own mess\nWhen you think about it, how on earth can teams manage a customer's experience if they can\u2019t manage their own? Only when your tech stack is fully in sync can the \u201cfuturistic\u201d customer experience come to fruition.\nSo, what does it take to organize a company\u2019s digital experience from the inside out? This is where orchestration tools come in\u2014a young market that\u2019s about to take off. These solutions are built to piece things together, essentially a puzzle-builder for enterprise technology. Sounds lame, I know, but it\u2019s the most strategic tool for helping companies get where they need to be.\nAt a high level, orchestrating your tech stack means establishing connectors between tools like Facebook Messenger, email, and Salesforce. Going even deeper, some orchestration tools enable marketers to digitally map out the customer journey, allowing for the personalization of each digital touchpoint. This offers an easy way to bypass complex middleware connectors, giving your team a single tool for orchestrating their digital mess.\nThe beginning of a truly digital business\nFor decades, teams have been drawing out the customer journey on whiteboards, but the orchestration market is about to change the game. New tools are automating redundant processes across channels and giving teams control over every aspect of the customer journey. For instance, your team can create an integration between a Marketo campaign and a Facebook Messenger bot, and synchronize these initiatives automatically. As a result, you aren\u2019t putting all your time and resources into one vertical, but operating holistically to unify channels on the backend to bring each area of business under the same roof.\nSecond, you would be shocked (and a little disappointed) if you knew just how little some of today\u2019s biggest and most successful brands know about their customers. Reason being, having one central system of record for your customers is incredibly uncommon, and this won\u2019t change anytime soon. Instead, they often have different customer profiles across channels, creating information silos. In absence of a unified customer record, brands need a flexible system to connect the various customer profiles across platforms. When every team has access to the same data about a customer\u2014whether it\u2019s pulled from, sales, marketing, direct mail, Twitter or CRM\u2014that\u2019s when an orchestration layer really shows its value, and brings new meaning to a truly digital business.\nThe fact of the matter is, you need a solid foundation in place to execute effectively. As the enterprise tech market expands to include more types of digital experiences, orchestration tools will become the secret sauce to keeping both internal and external experiences cohesive and seamless. Once we accept this reality, the more exciting our digital future will become.