The acceleration to a digital-first culture has certainly increased our ability to be agile. But in this pursuit, we’ve also cultivated complexity. Multiple project management apps, an email vendor, landing page host, direct mail solution, the list goes on. Today, marketing teams work with dozens of different tools to make their lives easier. But as each solution is adopted, the tech web becomes harder to navigate. The data is at our fingertips, but it’s at the expense of cleanliness and effective orchestration between the different systems.
For many, the problem lies in having too many apps—as many CTOs will tell you. But, if that were the case, things like your smartphone and your laptop would be nearly impossible to navigate. The real issue lies in the connectivity between the marketing tools that brands are using. Personalizing messages and marketing outreach across a consumer’s path to conversion is hard enough. But it’s exponentially compounded when tools, solutions, and data are not in conversation with each other. The goal should not be to shed weight but to create one integrated, dynamic, and accessible view of customer data.
