Entirely takes on the work between the tools

There is a wonderfully ordinary detail in the documentation for connecting Censhare to Marmind. After 25 minutes of inactivity on assets, a session timeout can stop asset operations inside Marmind. The rest of Marmind still works. The remedy is to log out and back in. Here, inside the machinery of a company promising connected marketing, is the stubborn little reality of connection: even when two tools cooperate, their clocks can disagree.

That makes Entirely worth understanding. Its subject is the work between the tools: the image that needs approval, the budget attached to a campaign, the customer message waiting for the right audience. Every handoff can become somebody’s afternoon. Entirely wants those handoffs to become software’s responsibility.

A company assembled from the pieces

Entirely came out of DuMont, the family-owned German media and technology group. Its foundations were established software businesses acquired successively from 2017. UNITED Marketing Technologies became Entirely; in July 2025, DuMont announced the formation of Entirely AG in Baar, Switzerland. Tobias Ackermann became CEO and Laurence Gaubert CFO. Both had previously held the corresponding roles at Censhare.

The important inheritance was operational. DuMont reported more than 400 employees and more than 2,800 customers worldwide across the businesses. Those numbers describe an existing portfolio. They should not be mistaken for thousands of enterprises already running Entirely’s newer AI orchestration platform. This is an established collection of capabilities attempting a different way of working together.

Five jobs around the same campaign

Start with Marmind, which connects marketing plans, budgets and performance. Censhare manages digital assets, product information and content. Elaine handles marketing automation and personalized communication through channels including email, SMS and mobile messaging. Facelift organizes social media and wider communication work. Epoq adds intelligent search, recommendations and guided selling. Entirely announced its acquisition from AB Tasty in April 2025.

The attraction is understandable for a large brand coordinating several markets. A campaign can have a financial plan, approved creative, a publishing schedule and a customer journey, each managed by a specialist system. Entirely’s proposed advantage is to connect those responsibilities while allowing customers to retain other technology they already use.

This places Entirely between the enterprise marketing suite and the collection of specialist applications a company integrates for itself. Its own businesses supply substantial parts of the picture; its openness pitch leaves room for outside products. A buyer is choosing an operating approach as much as a vendor. The useful question is which handoffs actually become easier.

Follow one image through the machinery

The Censhare–Marmind connection supplies a concrete answer. Media can remain stored in Censhare while a marketer accesses it from Marmind. The integration synchronizes changes to shared assets. One Censhare asset can be referenced in several places, so a change can travel to those references. That is useful when the same approved photograph belongs to more than one campaign.

But the systems retain their own rules. Censhare treats everything as an asset; Marmind distinguishes media assets from objects such as campaigns. Synchronization applies to assets shared by both systems. Their users are not automatically synchronized either. Administrators must arrange the appropriate permissions. “Open” still involves deciding what a thing is and who may touch it.

The commercial arrangement is equally tangible: the documented connection requires Censhare Cloud, a Marmind customer relationship and separate licensing. Deployment and configuration follow. For buyers, the relevant cost calculation includes licenses, setup and people’s time. A sensible comparison measures that whole effort against the manual transfers and delays it replaces.

“We offer businesses a product that efficiently unites data, processes, and teams.”Christoph Bauer, DuMont’s Entirely brand announcement

The next handoff belongs to an agent

At its October 2025 Lisbon summit, Entirely introduced Entirely.ai as an orchestration layer. Its recap highlighted sessions on BSH’s marketing value chain, OTTO’s technology stack and Hearst’s AI-related publishing operations. These are the kinds of organizations whose coordination problems extend beyond a single application.

By October 2026, the company was describing task-specific AI-powered Micro Apps running on Entirely OS. Its release offered campaign planning and customer recovery after a delivery delay as examples. The distinction it emphasized was execution: completing a job across systems, with policy checks and decision records. These remain the company’s descriptions of its architecture and ambitions.

The current OS offering includes an Agentic Marketing Lab, with a stated initial deployment range of eight to twelve weeks. That gives enterprise buyers a more useful planning unit than an instant-transformation slogan: a defined workflow, a production environment and time to establish that the arrangement works.

Make the connection earn its keep

There is a practical lesson here even for a team that never buys Entirely. Follow one campaign from brief to publication. Count the transfers. Name the person responsible for each approval. Then ask vendors to demonstrate that exact journey, using the permissions and exceptions your organization actually has.

This approach makes the limits visible. A simple operation with few handoffs may gain little from another orchestration layer. A legacy tool without usable integration access needs a different plan. Teams that cannot agree on ownership will carry that disagreement into the software. These are implementation implications, rather than claims about any particular customer’s results.

Entirely’s wager is that marketing has accumulated enough capable tools to make coordination a business in its own right. The work becomes persuasive at the smallest scale: one image found, one approval respected, one campaign advanced without somebody carrying the same information into another window. Start there. Keep an eye on the clock.