‘Integration is by far the most important criteria when selecting martech’

The CDP Institute released their latest State of Customer Data report last week, and it revealed an important milestone in the martech industry:

For the first time ever, the majority of participants (52%) described their martech stack as an integrated, multi-system architecture.

In others words, most marketers reported having a best-of-breed stack — with many products from many different vendors — but an integrated stack, so that these different apps were sharing data with a common system of record (a CDP, CRM, or marketing automation platform). For many of them, they had also connected an explicit orchestration engine or an implied one with a marketing automation platform.

Now, you might expect members of the CDP Institute to be generally ahead of the curve on martech best practices for multi-system integrations. After all, why else would they be there? Don’t most members of golf clubs play golf? But there’s a difference between being interested in CDPs and actually having successfully implemented a fully integrated stack.

In the 2017 report, only 37% of CDP members reported having an integrated, multi-system architecture in place. (And I’m going to make the assumption that marketers who had joined the CDP Institute three years ago were particularly ahead of the curve, as it was still a cutting-edge concept at the time.)

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