Marketing Cloud Hubs Need to Make Full Integration

It seems to me that MarTech is about to undergo

some serious spring cleaning – the kind of cleaning you do when you move to a new house as opposed just tidying up the attic. Cloud marketing hubs need to fulfill their promise of one stop shopping. That means they need to tidy up their own batch of seemingly incomplete integrations. Remember, most cloud marketing hubs came together through multiple acquisitions,

and while their marketing messages beam with Chief VP Compliance Email Lists themes of full integration, reports from the field still point to a mix of related yet not fully integrated modules.  of owned modules a reality, and then they need to make

Chief VP Compliance Email Lists

it easy to connect to technologies outside of their ecosystem anywhere, at any time. Even the most complete hubs can’t provide coverage for emerging channels as consumers shift behavior, and as new shopping and buying models evolve. Those cloud hubs that position themselves well with proven integration models might be well positioned for a small buying spree as the best of breed players deal with increasing pressure to generate profits, or exit the market as discussed below.

The Best of breed solutions need to clean up

old business models that might not be viable if they are indeed to survive by going it alone. There is only so much runway for the business model that piles up losses on the back of large client sign-ups. Marketing isn’t a discipline that lends itself well to churn and burn customer sign-ups. There will invariably be vendors who create compelling client value in their best-of-breed technologies, and should be able to monetize that value to generate both growth and profits.

However, there also be vendors whose mix of value and business model simply don’t cut the muster. In fact, I think that there are hundreds of vendors in this category, and there simply has to be a shake-out at some point. Vendors who are neither profitable enough, nor growing quickly enough are in a tough spot. Their survival depends on VC funding and the ongoing patience of shareholders to see a light at the end of the tunnel.

I could be wrong, but I for one welcome this change and a bit of consolidation. I also think that Scott Brinker might hurt himself if he has to squeeze ten thousand vendors onto it next year’s Lumascape. MarTech needs to accept that the winners will have to play nice with each other to create the ultimate end-to-end value for the customer. Because if we don’t do it, our CMO friends will push us to do it. We can wait and see or we can jointly reverse the bubble and build the coveted MarTech nirvana the sustainable way, and on the backs of sustainable businesses that brands can rely on for the long haul.

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