The article discusses the dramatic rise in martech spending, projected to reach $215 billion by 2027, while noting the increasing complexities faced by marketers. It emphasizes the importance of having a smart, well-integrated tech stack rather than simply accumulating numerous tools that may lead to confusion and inefficiency, described as a 'Frankenstack.' It highlights the convergence of CRM, creative, and commerce, and the evolving landscape of measurement, stressing that successful marketers must adapt to new technology and approaches for achieving growth and improved customer experiences.
Martech spend is booming, but complexity is growing. Avoid the Frankenstack: integration and simplicity matter more than shiny tools.
Today's marketing leaders are using tech to unlock growth, personalize customer experiences, and transform the role of the CMO if they know how to use it right.
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