Companies that aggressively seek help in improving their skills will succeed; those who try to learn everything for themselves by trial-and-error will increasingly fall behind the industry. Competitors will include existing marketing automation and CRM systems seeking to use their existing functions as a base, and entirely new systems that provide a consistent interface to access many different products transparently via their APIs. Lessons learned from these systems will be applied by their developers and observant competitors to help marketers at larger companies as well.