Marketers would prefer to have their own predictive marketing platforms, helping them collect and activate their own proprietary data. Enterprise technology companies want that future as well. They want to be the ones to sell and provision those tech platforms, integrating and packaging them with all of the other systems they sell into the enterprise, from CRM to call center management to finance and sales force automation. Quite naturally, they worry that it will be easier for Google and Facebook to add their own CRM and related systems than it will be for them to replicate Google and Facebook’s digital marketing system.Agencies? They just want to keep themselves in the middle. Whether as consultants, media brokers, system integrators or owners of syndicated data, agencies just want to stay relevant and find ways to reverse their declining margins.