What used to be a choice between a few hundred apps and platforms has grown to a complex web of nearly 10,000 marketing-specific tools. It's what Scott Brinker calls the 'app explosion'.
And now, leaders are faced with the task of simplifying the tech stack because too few of the hundreds of tools that companies are using are connected. And as a result, they end up spending resources to clean and connect data, rather than connect with their audience.
Infact, MarTech.org found that one of the most popular reasons that marketing leaders replaced an app in 2022 was for better and easier integrations.
Centralising your tech stack and data using robust integrations means proving ROI, providing a better customer experience, and encouraging inter-team collaboration. An “antifragile” tech stack helps build resilience during times of economic uncertainty, with trusted data as a guide.