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The simple solution recommended is simple. Instead of jumping into technology before it’s been learned and understood:
-Assess your current business strategy and understand the technology you’re working with
-Plan, focusing on the resources and skill sets needed to properly implement the technology
-Implement the strategy once the assessment and planning has been properly completed

More promising statistics:
-42 percent who own their MarTech strategy see greater business impact
-50 percent with a strategy are able to achieve more targeted customer engagements
-51 percent who manage and integrate tech well achieve greater revenue contributions

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Forrester characterizes buyers as primarily seeking integration above all else. Good integration options make best-of-breed capabilities considerably more attractive.

The good news is that most of marketing cloud providers are galloping in this direction. Many of them have made huge strides forward in providing more open APIs and expanding their official ISV ecosystems. And from some of the R&D work that a few of these vendors have shared with me, I can confidently predict that the ease and power of these plug-and-play integrations will be pretty astounding over the next year.

That will permanently change the dynamics of this space. It won’t be about who has the best of everything built-in — simply an impossible quest in a world of such rampant innovation and change in marketing — but who has the best platform ecosystem upon which a marketer can craft an integrated stack that is ideally suited to their specific needs.

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Marketers are aware that integrating technologies is just as important as acquiring the right ones. When evaluating new tools to invest in, nearly half of respondents said it was critical for them to be able to fully integrate the new with the old. This makes sense when one considers that 40% of respondents’ workflows weren’t as efficient as they needed to be because technologies they used didn’t work in tandem and that 31% and 28% lost time and accuracy to data integration issues, respectively.

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