We said “YES” to customisation. And we said it together.
by Suruchi Sundriyal
September 17, 2026 | 02 min read
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Here’s a pattern most of us in RTM tech have watched play out a hundred times.
A customer asks for something different. The provider builds it. Everyone moves on – until the next customer asks for something different too. Then another. Then another. A year later, nobody quite remembers why half these features exist, but nobody wants to be the one who breaks them.
That’s not flexibility. That’s complexity wearing flexibility’s clothes.
As an AI-first RTM platform working with CPG brands across some very different markets, we’ve tried to get off that treadmill. Not by saying no to customisation, and not by saying yes to everything either – but by sitting down with our clients and figuring out, together, what’s actually worth building.
We don’t just build for you. We build with you.
When a CPG brand comes to us with a customisation request, the easy path is to just say yes and start coding. It feels good in the moment. It rarely feels good a year later.
So instead, we treat it like a conversation, not a ticket. We get into a room – sometimes literally, sometimes on a call – with the people who raised the request, and we ask questions together. What problem are you actually trying to solve? Would this still matter if that problem went away tomorrow? Is this something the platform can already do, just configured differently? Or is this genuinely new ground?
That conversation usually tells us something neither side knew walking in. Sometimes it turns out the “customisation” the client wanted is actually already possible, just not obvious. Sometimes it turns out the real issue isn’t the software at all, but a process on the ground that could use a rethink. And sometimes, yes, it’s a genuine gap, and we go build it.
The point isn’t to slow things down for the sake of it. It’s that a brand’s RTM engine is too important to build on a guess. We’d rather spend a week figuring out the right thing to build than a quarter building the wrong one.
Why the partner ecosystem matters
Here’s the thing – most of the time, you don’t need something new. You need something plugged in.
We’ve already built partnerships with the platforms you’re probably already using. Parallel Dots for retail execution, Accion for credit management, Mastercard for payments, Xoxoday and LoyltWorks for incentives and rewards, AWS for infrastructure and scale, ONDC for digital commerce enablement, Blinkit for automated flow of primary orders. And more.
So when you come to us with a capability gap, we first ask: is this already available through one of our partner integrations? We plug it in. You’re done. No custom build. No waiting. No budget blown on something that already exists somewhere else.
That’s the real flexibility – not building everything ourselves, but knowing the best-in-class tools for each job and how to connect them for you.
When we do build something custom, it’s because it’s genuinely new ground. And if it turns out to solve a real problem that other organisations in the market will hit too, we build it into the product. So the next customer doesn’t have to ask. They just get it.
That’s not building for you. That’s building with you, and then building for everyone.
Every market is different. That’s exactly why it’s ALWAYS ON BIZOM
The bigger shift in how RTM technology
The old question was “how much will you customise for us?” We think the better question – the one we ask ourselves, and the one we hope more CPG brands start asking their tech partners is “will you sit down and figure this out with us?”
That’s exactly the conversation we’re getting into next, at a session we’re calling The Role of Customisation in Modern Route-to-Market Technology – bringing together people who’ve sat on both sides of this problem, to talk about where customisation earns its keep, where it just adds noise, and what it actually looks like when a technology partner and a CPG brand build the answer together. Details soon – keep an eye out.
Reply “YES” and we’ll save you a seat.
