Martech’s share of total marketing budgets fell from 29% to 26% in Gartner’s latest CMO Spend Survey. Gartner doubts this signals a long-term decline but does note that CMO’s struggle to manage martech. They recommend hiring “martech generalists” to help meet changing demands and creating a plan to address skills gaps.

Start-up Osano is tackling a different privacy challenge: helping consumers and businesses know which companies have good privacy practices. They’ve measured practices of more than 7,000 companies and share the results with businesses and consumers. They also offer a consent management tool. Osano was founded in 2018 and has $3 mlilion in seed funding.

Salesforce has agreed to buy Troops.ai, which helps sales teams use CRM data without actually opening their CRM system.  Modules include tools to update CRM records, send Slack notifications of changes in CRM data, and collaborate on deals using a hub within Slack.  Troops.ai will be part of Salesforce’s Slack division when the deal closes some time this summer.