Tackling the martech integration challenge

The number one B2B challenge for marketers is the inability to successfully integrate disparate technologies into a unified platform, according to Morgan Stanley’s “Software Eats the CMO Suite” survey (conducted by Digital Ascendant).

What prevails is a disjointed customer experience and an inability to accurately identify which marketing tactics are truly driving sales and business results. In fact, 56 percent of marketers point to fragmented technology as a top barrier to marketing success.

With an ever-increasing number of tools and services available in the marketing technology stack, how does a chief marketing officer solve this complex integration situation? Below are four key ways to help CMOs and marketing organizations make sense of the spiraling-out-of-control land of confusion.

[Read the full article on MarTech Today.]

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Some opinions expressed in this article may be those of a guest author and not necessarily Marketing Land. Staff authors are listed here.

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About The Author

Mary Wallace is a modern marketer with the skills and ability to increase revenue and optimize campaign performance by leveraging technical, business, management, content, and marketing expertise. With over 25 years of industry experience, Mary has a diverse background in marketing, technology, media, consulting, and leadership that enables her to help clients implement solutions that produces optimal results. A leader in marketing automation and marketing technology, Mary provides thought leadership for a variety of publications.

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