Marketers Now Prefer Suites Over Best-of-Breed: Gartner Report

It feels odd to not write about Salesforce’s $28 billion Slack purchase but we already covered the rumor. So let’s instead look at this Gartner report on marketing technology in general. The headline is sharp swing from best-of-breed (preferred by 57% in last year’s study ) to integrated suites (preferred by 59% in this year’s report). It’s hard to believe that preferences change so quickly but maybe the pandemic really forced a flight to simplicity.  Other fun facts: 87% said they have a CDP in place or being deployed; 68% struggle with martech utilization; and 23% say lack of customer data impedes martech utilization.