Over the past few years, I’ve written several times in this blog about the critical importance of marketing software interoperability. Marketing and technology have become deeply entwined, and it’s now clear that no single software application can provide all of the marketing functionality that a large enterprise needs.
As a result, many large enterprises have implemented software applications from multiple vendors. In fact, recent research by Forrester found that enterprise marketers tend to prefer integrated best-of-breed technology solutions over all-in-one marketing technology suites. When participants in the Forrester research were asked about the factors that are important when selecting a technology solution, the two most important factors identified were ease of integration and use of best-of-breed.
A recent report by Progress Software Corporation provides insights on the utilization of several marketing technologies and on how deeply these technologies are integrated. The report is based on
a global survey of 700 marketing professionals representing a wide range of industries. All of the survey respondents were with companies having at least 500 employees.
The Progress survey focused on eight types of technology systems that support core marketing functions, and the survey found a high level of adoption of all eight technologies.
The results regarding integration were more mixed. Sixty-three percent of the survey respondents said they had two or three systems integrated with a batch process approach, and 60% reported having two or three systems integrated in real time. But only 35% of the respondents said they had five or more systems integrated in either fashion – batch process or in real time. On the specific question of data sharing, only 44% of the respondents reported that all of their marketing technology systems share data.
The results of the Progress survey show that large enterprises are leveraging multiple technology tools to improve marketing performance. But the results also show that most enterprises need to improve the level of system integration in order to deliver the experiences that today’s customers expect.
At ADAM, we have long argued that most large enterprises will need to leverage several best-of-breed software solutions to meet their complex marketing needs. We have also contended that enterprises must integrate those solutions in order to maximize marketing performance. Therefore, ADAM’s digital asset management/product content management solution has always been engineered to enable easy integration. To learn more about the interoperability of the ADAM solution, take a look at our Technical Proposition on open architecture.