Salesforce has wasted little time before integrating its new Slack acquisition with existing products. It just announced a collection of features under the awkward “Slack-First Customer 360” label, including Slack-powered collaboration features, notifications, and watchlists. A few are available now or soon but the major sales, service, and marketing features will only start to pilot this fall.
CDP vendors are stepping up to help clients meet expanded privacy requirements. The latest to announce new features is mParticle, which has changed default settings to not collect Apple’s Identity for Advertisers (IDFA) device tag, stores consent decisions under Apple’s App Tracking Transparency (ATT) program, prevents unauthorized data sharing, and notifies companies when partners change their APIs. Boring but useful.
You know I can’t resist a report titled “Making MarTech Pay Off”. This CMO Council report, in collaboration with KPMG, finds that companies with the most effective CMO-CIO working relationships also do lots of other things right, such as martech planning, measurement, and innovation. Correlation doesn’t prove causation, of course. There’s less cooperation at companies where marketing and IT have separate budgets or martech isn’t controlled by either group.
Martech keeps taking larger bites out of marketing budgets: 17.3% last year, 19.9% this year, 23.5% next year, and 30.9% five years from now, according to the latest CMO Survey. This despite barely more than half (56.4%) of current tools being used and nearly half (48.8%) of the survey respondents reporting worse-than-expected results. Oddly enough, marketers rate selecting marketing technologies as the thing they do best.