Are all those bells and whistles really necessary? Start small and dream big. Even better: start small, measure well, and learn along the way. You don't need a very expensive marketing cloud from day one to send your visitors relevant emails.
It's essential to map out your existing ecosystem and make the most of it. From there, identify shortcomings and start looking for appropriate solutions. It's crucial to understand the impact of new technology on your ecosystem, your data governance, and your team. Because every new technology needs to be learned and operated. Don't choose based solely on features, but don't forget to validate where your data is going. For crucial technology choices, get guidance from an experienced, independent digital partner.