The CDP Institute published their latest State of Customer Data report last week, and it revealed a major milestone in the digital technology industry:
For the first time, a majority of participants (52%) described their Martech toolkit as an integrated, multi-system tool.
In other words, most Marketers reported having one best-of-breed toolset – with multiple products from many different vendors – but an integrated toolset, so that these different applications share data. with a common memo system (CDP, CRM or marketing automation platform). Many of them also have a dispatcher connected. But there's a difference between being concerned about CDP and actually having successfully deployed a fully integrated suite of tools.
In the 2017 report, only 37% CDP members reported having an integrated, multi-system kit. A few years later, the integrated kits increased from 37% to 52%. It's a good sign that our industry is making progress. “Integration” is the biggest headache for Marketers in the history of the technology marketing industry. Marketers love their tools, but they often get headaches because those tools don't work together.
The point is: this is always a solvable problem. Martech vendors can invest their R&D dollars to easily integrate any other features. Leading vendors in this space may choose to embrace it and make it a core foundation of their strategy.
The problem is that the customer is clear: if it doesn't integrate, we won't buy it.
Indeed, one of the more notable findings from the CDP Institute report is that, among the various criteria that companies consider most important when they choose Martech, integration is by far the most important. most important.
- It's more important than price.
- It's more important than operating costs.
- It's more important than the breadth or sophistication of features.
- It's even more important than ease of use
If you're a martech vendor and you've been waiting for a sign from the heavens on where you should focus on improving your product, there you have it!
Learn more at: https://chiefmartec.com/2020/09/integration-important-criteria-selecting-martech/
