Is tech stack integration a pipe dream?
Buying the latest piece of martech is easy. It’s trying to make it work in conjunction with the rest of your stack that’s hard.
“In an ideal world you’d wipe the slate clean, start again with unlimited budget and everything would be perfect,” says Jane Morrin, director of digital marketing at the Irish tech business Corvil. “But even then I don’t think we’ll ever get full integration. The martech stack is exploding at too crazy a rate to ever contain that.”
This feature has been written exclusively for our b2bmarketing.net members. Membership is free and only takes five minutes to complete, giving you access to the following:
- How to tackle integration if you’re not in a position to start from scratch.
- Why a lack of integration with the stack shouldn’t mean rejecting technology that’ll bring benefits to the organisation.
- Why marketing teams need more hybrid marketers, who can combine both tech and marketing
- The question every martech vendor should be asking their buyer.
Plus, RSA Security CMO Holly Rollo explains why adding additional tech to your stack could be threatening your organisation.