Ask a marketer to map their stack, and you will hear a familiar list. Email and automation. A CRM. Social schedulers. An ad platform or three. Analytics tied across all of it. It is an impressive machine, and most of it is built to do two things well: nurture the people you already have, and measure what happened after they arrived. The gap is at the very top. Getting net-new, opted-in attention is harder and more expensive than it has been in years.