Challenges of Marketing Automation: Linking MarTech & SalesTech

Abstract

According to the provider of the MarTech Map, Scott Brinker, the number of marketing tools has grown tremendously: from 150 in 2011 to 9,932 in 2022. [...]what changed is that potential customers are nowadays much better informed when talking to salespeople because the internet provides so much easily accessible information. [...]the potential customers start talking to sellers later in their purchase process. [...]companies must work even harder to get into the consideration sets of potential customers to generate leads. [...]they acquire other software providers, which they afterward need to integrate into their own software, often with moderate success.