“Disruption” and “innovation” are two terms frequently used by B2B marketers. When so many companies claim they are disruptive or innovative, it is hard to stand out from the sea of competitors. And too many companies just talk about innovating. At Arena, we work with dynamic teams and customers that bring new technologies to life every day. 

Donuts. Bowling balls. Tires. What do these things have in common? They’re all round and they all have holes. Sometimes holes serve a purpose. But when it comes to software, holes—or gaps—are not good. 

A simple but significant difference between “customizable and configurable” software solutions is that configuration requires no changes to the source code; this one distinction has powerful business ramifications that have driven many companies to move far away from customizable tool kits.