Trellist’s analysis of dozens of personalization programs reveals that failed initiatives rarely stem from software limitations. Instead, projects frequently stall due to stale segmentation rules, disconnected data silos, and a lack of live integration between existing CRM and analytics tools. The firm suggests that most organizations are attempting to solve configuration errors with costly, unnecessary platform migrations.

"Most of the personalization programs we are brought in to fix don't need a new platform. They need the one they already own wired into their CRM and analytics, and someone maintaining the rules," said Gavin Garrison, Partner & Account Leader at Trellist. The audit evaluates a company’s current stack across identity resolution, system integration, and segmentation hygiene, providing a prioritized remediation roadmap within two weeks.