MarTech Advisor: 15% of B2B Firms Have Customer Data Platform
A shared customer database – that is, a Customer Data Platform – is in place at 15% of B2B firms that responded to a recent survey by MarTech Advisor. Almost twice as many (28%) had multiple disconnected systems, 25% had a single system that does almost everything, and 20% connected multiple systems to a major marketing or sales platform. Another 9% used a shared decision engine to coordinate messages delivered through multiple channels. Not surprising, disjointed systems ranked as the biggest problem with current stacks. Other interesting information about marketing operations too.