Marketers lose the right to choose their tools. Do you have to let it go?Observing trends among the greatest eCommerce players, marketers from small and medium companies must wonder, how did this happen, that their daily challenges differ so much from the problems that bother the biggest industry's players? Latest observation: marketers lose the influence to choose and operate their tools without IT support. But should this concern you, a marketer for small or medium company? Let's dive in.