Guest column to CMSWire.
Marketing technology started out innocent enough. A colleague remarks, “I need to send an email for this webinar.”
So an enterprising employee signs up for a freemium tool.
Across the hall, marketing is onboarding a marketing automation platform. It has email, too.
Over in sales, the team is discussing CRM. They think it needs email as well.
Two of the three systems also generate landing pages. All three store contact information in different places. No one talked to the other about syncing all the prospect and customer data across platforms.