Implementing a media strategy has become essential to creating a space for a business in the marketplace. The company’s brand, the platform, the content, and the authors who create the content are all collectively important—and interdependent, to a great extent—when creating a successful media plan.

The debate between buying best of breed software products versus fully integrated systems has raged on for as long as there have been integrated platforms. There are pros and cons for each approach, but the interesting thing about this debate is that there is no clearly defined right or wrong.

Determining the kind of product that's developed boils down to what the user wants. These days, end users are very vocal in sharing their feedback about a product—the good, the bad, and the ugly. Companies would do well to gather input efficiently, pay heed to the results, and then respond quickly.