With the recent rapid and decade-long expansion of MarTech solutions, combined with the desire to meet customers where they are, many companies have accumulated significant redundant or underutilized marketing technology6.
- On average, more than half (51%) of MarTech tools amassed by an organization are redundant (perform identical or overlapping functions) 7
- Nearly two-thirds (63%) of marketers say redundant technology either has no impact or has negatively impacted their company’s ROI7
Recently KPMG discovered that a client had accrued several separate email and SMS marketing tools. Each tool was owned and operated by different, siloed teams.
The client, with assistance from KPMG, determined that these disparate solutions could be replaced with a single marketing automation solution. The client chose Salesforce Marketing Cloud as it not only matched the features of the three previous products, but it simplified and streamlined their overall technology stack. Salesforce Marketing Cloud provided one centralized solution to distribute all key customer communications. This structure proved a far better customer experience as it ensured the application of global suppression rules across campaigns and allowed the marketing team to leverage control groups.
The marketing organization also benefited from a significantly better user experience as they only had to manage one solution to support customer journeys. As an added benefit, the engineering teams working in support of marketing were able to provide high quality, more up-to-date data feeds since a singular provider meant that data preparation was consistent. Centralizing communications through a single solution enabled this organization to improve customer experience while significantly reducing technical debt.
