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.
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