Forrester Consulting study confirms that best-of-breed marketing stacks are “thriving”
Krux Chief Marketing & Strategy Officer Jon Suarez-Davis is quoted in this analysis of recent research by Forrester Consulting that found marketers are looking for best-of-breed solutions over so-called "full-stacks."
Here's an excerpt:
Scott Brinker, author of the famous Marketing Technology Landscape and program chair of our MarTech conference, recently pointed out one of the key takeaways of this year’s event:
“Best-of-breed marketing technology stacks are thriving.”
A recently released Forrester Research study, commissioned by data management provider (DMP) Krux, confirms that assessment.
According to “Put Data Management at The Core of 1:1 Marketing,” 74 percent of all surveyed marketers are employing a “best-of-breed” approach as they mix and match their choice of tools. Only 23 percent are choosing a “full-stack” provider that offers a marketing cloud or suite.Read this article on Marketing Land