For a very long time, we were experiencing the rise of “the suite” across the enterprise software landscape, end-to-end solutions that covered a wide breadth of needs.
The only problem with those monolithic solutions is that they were built during a different era for both software buyers and vendors, when it was harder to integrate technologies. So, building and buying a suite was key for many CIOs.
A recent report from Forrester, however, identifies a disconnect in regards to purchasing marketing tech. Marketers want vendors that offer multiple products as part of a suite, but marketers are skeptical one vendor can actually offer everything they need. That lack of confidence marks a change in the way we’re choosing our marketing tools.
Today’s technology landscape is an integrated one, with a variety of solutions connecting with and passing information between each other. The winners in this space seem to be those that build niche solutions and APIs that let the software play well with others…
When the Suites Went Sour: The Rise of the Marketing Stack
