Marketing Orchestration ("MO") is a term that you'll begin to hear a lot more of in 2017. It's the term used for marketing teams as they try to control more and more of the consumer touch points experienced across their paid and unpaid media buys. In other words, completely orchestrating the path of discovery and engagement of a single user.
While MO is promising, right now it seems it's still more of a possibility than a reality. This is due to three barriers preventing marketing orchestration from becoming fully realized:
Technology. The technologies marketing teams use are fragmented and disjointed. For instance DSPs, DMPs, and Email Campaign managers all tend to be separate products. In order for MO to work a single platform needs to that allow the marketer to control multiple paid and owned channels. Marketing orchestration platforms bring together DMP and CRM technologies.
Privacy. Due to regulation, inferred audience data and personally identifiable audience data are like church and state. So even if your CRM were able to feed data into a DMP, it would be a violation to use a DMP to manage information like names or addresses. It's possible that this regulation will change, but until it does this is an even bigger barrier than the technology one.
Org Structure. Most marketing groups within a company (and certainly the independent ones) exist as separate entities -- one side handling paid media the other side, sometimes a completely different company, handles organic. MO requires a unified strategy and coordination between both.
If you'd like to read more about marketing orchestration, Victor Davidson has written a great post on the subject here.