The cost of a fragmented stack is not the licences
It is the reconstruction. Every rep who runs email in one tool, LinkedIn in another and calls in a third spends part of each day rebuilding the story of an account from three systems that disagree about what happened.
What changes with one record
Sequencing stops being per-channel. A prospect who opened twice and did not reply gets a call, not a fourth email — because the system can see both. Attribution stops being an argument, because the touch history is one list rather than three exports.
And the AI has something to work with. A model drafting a follow-up from a complete interaction history writes a materially different message than one drafting from an email thread alone.
Where it does not help
Consolidation will not fix a list problem or a positioning problem. If the messaging is wrong, five channels deliver the wrong message five times faster. Fix the offer first; then consolidate.