Recent research indicates that marketers at large enterprises tend to prefer best-of-breed marketing technology solutions over all-in-one technology suites from one vendor.
Last spring, for example, Forrester Research published a report dealing with digital experience technology and delivery priorities for 2016. The report was based on an online survey of 115 technology, marketing, and business professionals with decision-making roles in customer-facing web and mobile experience delivery. When survey participants were asked what factors are important when selecting a technology solution, the two most frequently identified factors were ease of integration and use of best-of-breed. Only 7% of respondents prioritized getting all marketing platform components from one vendor.
The State of Marketing Technology 2017 report by Walker Sands Communications (with contributions by Scott Brinker) provides more evidence that marketers in large organizations are gravitating toward best-of-breed technology architectures. This report was based on an online survey of 335 U.S. marketers that was conducted during September and October of 2016.
In the Walker Sands survey, 27% of respondents said their companies are using integrated best-of-breed marketing technology architectures, and another 21% reported using fragmented best-of-breed solutions. Only 21% of respondents reported using a single-vendor suite. The preference for best-of-breed solutions was even stronger among large enterprises. Thirty-two percent of respondents with companies having more than 1,000 employees reported using integrated best-of-breed solutions, while only 18% said they use a single-vendor suite.
The authors of the Walker Sands report attribute the preference for best-of-breed solutions to two major factors. First, they point to the exponential growth of marketing technologies. They write: “. . . the proliferation of martech tools over the past six years means that no single software product can do it all anymore.”
The report’s authors also observe that software integration is no longer as challenging as it once was. They write: “. . . hundreds of niche marketing technology tools with open APIs have surfaced . . . and cloud technology is making integration more efficient and seamless than ever.”
Scott Brinker has a similar view regarding the results of the Walker Sands research. In a recent post at his chiefmartec.com blog, he writes: “With integrated best-of-breed stacks being the most common and the most effective, one would be tempted to conclude that ‘integration’ is not the primary challenge that marketers face anymore. Indeed, when participants in this study were asked ‘what would help you better leverage the full power of your current marketing technology stack?’, the answer ‘better stack integration’ ranked 7th, near the bottom of the list.”
At ADAM, we believe that the preference for best-of-breed solutions is likely to continue for the foreseeable future. The marketing needs of most large global enterprises are simply too complex and too volatile to be effectively addressed by a single-vendor suite. This is why we have designed ADAM’s digital asset management and product content management solution to enable easy integration with other technology solutions.