The approach marketers used to take was to use one tool for different functions. For example, they’d use one tool for Web Content Management, such as Adobe or SiteCore. They would then use another tool for email marketing, and another for marketing automation and yet another for web personalization, web analytics, mobile push marketing, etc. The list goes on, but the approach was the same.

They had to use various non-integrated point solutions from different vendors depending on the marketing function at hand. This created enormous challenges on many levels since there were dozens of vendors to choose from and all of these solutions were bought discreetly by different teams, different budgets, with no integration, coordination, or governance. As a result, the CMO was left without a consolidated database or integrated workflow, activation of a campaign, customer journey or omni-channel orchestration.

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