Now is an important time for retailers to double-down on their future innovation needs. They are aware of all the new sales & marketing technology opportunities out there; they are impossible to ignore. And who knows how fast the competition will jump on them? But for many of these retailers, the job now is to fix the big cracks in their sales and marketing foundation so they can build up the ability to embrace the shiny new capabilities. Many retailers view these fixes as issues that should have been addressed along the way. But the irony is that addressing these four key issues actually boosts revenue far beyond those future promises.