Since at least 2009, when Adobe acquired Omniture and began to build a digital marketing hub around it, debates about the future of marketing technology have focused relentlessly on the CMO’s dilemma: Invest in a big, unified marketing suite, or compose a marketing stack from best-of-breed point solutions. No longer.
With the top marketing cloud vendors pushing an open architecture message, making multiple acquisitions, and allowing independent solutions to be built natively on their platforms, the distinction between all-inclusive suites and customized stacks has never looked so hazy.
