Shift is competing against Salesforce and Adobe's marketing cloud by offering an interoperable option of at least 12 popular programs instead of integrating them into an inseparable suite, John Koetsier writes. The options that can be installed as needed and controlled by a Facebook-like social graph dashboard include Curalate, Kenshoo, Offerpop and SocialFlow. "Ultimately, we're trying to break down these silos of communication. ... The enterprise to date has focused on closed systems, but our thesis is that closed systems end up less dynamic and less competitive," CEO James Borow says.