We’ve have converging marketing events that are leading to a huge shift in MarTech thinking: rapid growth of MarTech offerings fueled by venture capital, market consolidation (e.g., SFDC and Pardot), continued innovation (e.g., predictive), DB growth and complexity, insufficient supply of human capital, growing budgets, demand for attribution, etc.
All of these factors are coming together right now and leading to this huge question: how do you like your Marketing Cloud?
It came to a head this week with Forrester’s announcement, on the heels of Dreamforce no less, that Adobe is your Marketing Cloud leader, with SFDC right behind. Adobe, a single source for all your MarTech needs (well, not all but most) brings all of its technology under one roof in a consolidated, integrated cloud. Doesn’t have everything you want, but what it has works well together.
And Forrester’s evaluation had SFDC just a shade behind Adobe. SFDC, with its inherent best of breed approach, allows the user the opportunity to piece together best of breed components that somewhat work together…but not quite. They’re not there yet, e.g., don’t tell me Pardot is fully integrated with SFDC: you have to connect Pardot with SFDC, and that’s not full integration, now is it? However, you’ve great flexibility to work with many different applications beneath the SFDC umbrella, so its variety providing you with many different opportunities.
To API or not to API, that is the question…for next week.
“With great marketing technology spending comes great ROI responsibility.”
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