The latest research from the 2021 Connected Benchmark report found that the average organization runs 843 individual applications. The report also found that only 29% of applications on average are integrated. With the average lifetime of an application being just four years, organizations must evolve away from being hierarchical and hardwired toward being flexible and open to change — a composable enterprise.
Marketing departments represent a line-of-business with many business applications that are mostly not integrated. The marketing technology landscape has exploded in the past decade. Just look at the trend of Scott Brinker‘s Marketing Technology Landscape logo map over the past ten years:
State of Marketing research from Salesforce shows that marketing leaders top challenges are customer engagements in real time, innovation, creating a cohesive customer journey across all channels, unifying customer data sources and sharing a unified view of customer data across business units. None of these challenges can be successfully met if marketing leaders are unable to define the optimal technology stack for the marketing jobs to be done.
To better understand how marketing leaders can manage their modern technology stack, I asked one of the smartest digital marketing professionals that I…