Opinion: The coming clash of the martech titans
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After nearly a decade of digital disruption, you’d think things might have started to settle down. Not a chance. The next big tech battle is brewing, and it’s all about market dominance when it comes to owning the “customer journey.”
Let’s scope out the battle lines of where it’s being fought.
CRM: This category is the largest and most active in trying to stretch beyond their core sales enablement capability into advertising enablement. Just recently, for instance, Salesforce acquired Datorama to give, “marketers … insights into what motivated a customer to take an action.” This means CRM platforms will be “assessing” the ROI of complex marketing interactions that is not their core competency. The only way CRM vendors can pull this off is through acquisition. ‘Nuf said.
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