Yesterday I attended the Customer Advisory Board meetings at Ensighten's annual Agility event in San Francisco. I love talking marketing tech, but I found it particularly interesting that this rapidly expanding category introduces its own set of problems, like, what to choose from over 1,800 solutions? Some of these tools have pretty low switching costs, but some are a much larger investment. Either way, marketing programs have different needs and the most popular option may not be the best fit.
I posted over at our ROI·DNA blog, making the case that today's CMO needs to think like a CTO, and identify the right architecture for their marketing technology stack. Check it!