At the risk of getting all smarty-pants on you, I think scale is actually a really important question to ask if you work in digital for a large enterprise.
The larger story here is that marketing and CX teams are looking for data warehouse and/or data lake-type services, but may not have recourse to that tooling internally
Customers have a love-hate relationship with marketplace "quadrant" diagrams. You suspect there's something not right in the arbitrary positioning...and you're correct!
Improving digital customer engagement at the edge has led to a kind of muscle imbalance in our stacks, where you've invested in upper body strength at the expense of your core.