Integration or Extinction: The New Rules of Marketing Technology

The article discusses the changing landscape of marketing technology (martech) stacks and the factors driving these changes. It highlights that cost is a major factor influencing martech replacement decisions, with CFOs scrutinizing martech investments closely. However, integration capabilities/open API has emerged as an equally important factor. The article also notes that while consolidation of tech stacks is happening, businesses are using more specialized tools and apps than ever before. This makes integration between different tools crucial for marketers. It criticizes big martech suites' app ecosystems for being overly complex and lacking proper documentation, making it difficult to integrate third-party point solutions with them. The article concludes by emphasizing the importance of ensuring compatibility between different tools and systems of record, providing easy-to-use interfaces, and offering best-in-class documentation and tools to support tech stack build out.