B2B companies could consider a best-of-suite approach to trim martech stacks

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April 20, 2022, 2:21 AM GMT+0

Best-of-breed approach has resulted in bulky and unmanageable martech stacks.

B2B companies are facing a challenge of martech stacks that have outgrown their intended size and become unmanageable. Trimming such stacks to retain what’s most relevant and essential is important.

Given that martech stacks were being built with a best-of-breed approach, it led to stacks that aren’t only diverse but bigger. Such an approach ultimately results in hidden costs under relationship, platform knowledge management, integration costs and management, and leads to integration limitations.

The next stage, a more balanced one, could be best-of-suite where the stack is provided by a single service provider who offers an integrated solution suite. In case a business finds something lacking in a suite, businesses that must make a very conscious call to pick an external vendor to fill this gap, so as to supplement the best-of-suite stack.   

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