ENTERPRISE IT
“ CMOs are under pressure from all sides for more meaningful , intuitive , and personalised experiences ”
PERRY KRUG DIRECTOR OF SHARED SERVICES , COUCHBASE
With an increase in martech investment comes a number of challenges , explains a report published by global management consulting firm Kearney .
“ Martech investment across companies continues to grow , contributing to a flurry of startups and M & A activities ,” the report explains . “ With this comes an increasing teaming of marketers , data scientists , product managers , and IT / solutions architects .”
Despite these organisational shifts and advancements , CMOs face many legacy martech challenges . For example , today ’ s martech stacks continue to be unnecessarily complex , redundant , and fragmented .
“ Many organisations are running 60 or more applications , not to mention countless data sources and content and digital asset management platforms ,” Kearney says . “ The result is a lack of orchestration between tools , leading many organisations to gradually move toward single platforms and “ one-stop shops .”
Turning data into useful information As Perry Krug , Director of Shared Services at Couchbase , explains , turning the sheer volume of data into useful information is a significant challenge .
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