Most important criteria when evaluating new marketing technology

MarketingOps.com releases State of Marketing Operations Professionals Report [link]

The 87-page report (registration required) surveyed over 600 marketing operations professionals, a group representing a relatively new career path for marketers.

The tech takeaway is that data and integration with existing tech stacks are top priorities. Over the next 12-18 months, the top tech investments will be in AI (42.2%), analytics tools (39.2%), and account-based marketing (ABM) tools (35.5%). When choosing technology tools, the number one consideration is integration, with 81.3% of respondents citing it as key.

Integration is the key to a composable architecture, one where specialized capabilities can be coordinated into a single, unified platform.