An Integrated MarTech Stack? Yes, please!
But what do you mean with "integrated" exactly?
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A truly integrated MarTech stack is more than a technical integration of databases.
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To be successful, it needs to have distinct business components and reflect the vision of the company.
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Besides synchronizing data, you want your MarTech stack to facilitate end-to-end processes and company-wide strategy execution.
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System integration, functional integration, and business integration go hand-in-hand, and all deliver unique value sets.
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Here is a visualization of the three layers of MarTech integrations.
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1. System integration enables a single version of the truth and avoids error-prone and time-consuming manual data import and export.
2. Functional integration helps the team to stitch it all together. Cross-tool use cases, processes, and workflows enable omnichannel campaign delivery.
3. Business integration connects strategy to operations. It avoids that management feels like a captain on a containership, and their only way of changing direction is sticking their hand in the water.
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