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To manage the sprawl and lack of integration between components, enterprises are increasingly looking to customer data platforms (CDPs) to serve as a centralized command and control center for their ever-growing and increasingly complex martech stacks. And in medium or large enterprises, they are almost universally supplemented by dozens of best-of-breed or custom-deployed point solutions. While the specific tool of the marketing cloud is often dubbed an “all-in-one” solution from a single vendor, marketing clouds are point solutions collated by the vendor over years of corporate acquisitions. A Marketing Cloud is Only a Piece of a Complete Marketing Stack That’s a lot of point solutions developed and implemented by many other vendors, consultants, and in-house IT teams. And as of 2020, there are an astounding 8,000 different vendors in the martech landscape. The average marketing organization has deployed an astounding 91 different tools as part of the marketing stack.
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Unlike enterprise resource planning (ERP) systems or human resources (HR) systems, which are often a single integrated tech suite from one vendor, a marketing tech stack is made up of multiple point solutions, addressing a specific challenge or goal.įor most established enterprises, martech stacks are a mix of homegrown systems, legacy software, vendor-provided on-premise solutions, and cloud-based software as a service (SaaS) offerings. Prices do not necessarily include taxes, which will vary by country.A marketing stack-also known as a marketing technology stack, or martech stack-is the set of technology marketing professionals use to manage, execute, measure, and improve their marketing efforts.
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For versions after that, upgrades will require additional payment, which will be discounted. Upgrades to future versions of the software will be free for minor versions only.
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