Marketing Nation 2018: Marketing consolidation and more

May 9, 2018 Andrew Hsieh

Marketo’s Marketing Nation Summit continues to be one of the premiere marketing events of the year, and for good reason: it’s always full of great insights, interesting speakers and, of course, MarTech buzz.

This year, we had quite a few conversations about ABM—as always—but other topics reverberated through the hallways, too. From AI to sales and marketing alignment to tech consolidation, we heard plenty about plenty.

But the biggest things that stood out to us all come down to a rumbling in the MarTech stratosphere, thanks to Marketo’s big announcement: marketing consolidation, and a mighty battle between systems of record that comes with it.

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Marketing consolidation continues

In 2014, Scott Brinker’s infamous Marketing Technology Landscape broke 1,000 MarTech companies for the first time.

These days, that number sounds quaint—especially because the current Marketing Technology Landscape shows 6,829 marketing solutions from 6,242 vendors in 48 categories: an increase of 1,500 solutions over last year.

Source: Scott Brinker

But based on Marketo’s big announcement last week, its acquisition of Bizible, Brinker’s graphic might get a little bit smaller. (Emphasis on “a little bit”—even if we all know MarTech is a many-headed hydra.)

It’s all about attribution

Marketo’s acquisition of Bizible is a great sign for marketing attribution. While marketing attribution has been a concept for a while, it’s still increasing in accuracy and ease of use with each year.

(For instance, with our newest release of marketing attribution, LeanData’s Marketing Attribution product is at its best yet, with over 70 customers—just saying.)

And so, Marketo’s acquisition tells us that the market demands powerful, granular marketing attribution—and not just fancy visuals, but attribution that can be shared to sales, as well.

More data, fewer systems of record

As we found at Marketing Nation, sales and marketing alignment is still on everyone’s minds.

So naturally, marketing attribution can’t just be an isolated marketing exercise: it has to result in data that is trustworthy not only to marketing, but also to the sales organization.

To do that, organizations need accurate systems of record with accurate pipeline data: which is easier said than done, especially when more data is flowing into fewer systems of record due to marketing consolidation.

Which just so happens to be another big takeaway from Marketing Nation.

Battle of the systems of record

With the one-two punch of sales engagement and Bizible-given attribution, Marketo promises to be a powerful system of record for sales and marketing organizations—nigh head to head against Salesforce.

Meanwhile, Salesforce continues to position itself as more execution engine than repository, determining how marketing interacts with sales and vice-versa.

But in the middle of this clash, there’s a fundamental question that needs to be answered: with so many systems of record, how do you make sure they’re all as accurate as possible?

And how do you derive accurate marketing impact against your opportunities from that data … without telling your sales reps to do all the heavy lifting in their CRM?

Let’s make the most of our systems

First things first: adding more systems of record to your existing stack isn’t the solution.

Instead, it’s about making those records accessible in the first place with tech that organizes and cleans your database: something like LeanData’s own routing and matching products.

For instance, automatic lead-to-account matching stops dirty database problems right in their tracks. Moreover, it breaks down siloed lead and account records, so you can get a full view of account engagement without relying on manual labor.

And automated lead routing sends the right leads to the right reps at the right time—without obfuscating assignment rules in your CRM.

It’s not about adding more systems of record at all: it’s about adding accessibility and ease of use.

Especially when the alternative is chaos, with too much data flowing in too few systems of record. It’s Marie Kondo for the CRM: data organization that sparks joy.

The bottom line

Consolidation is happening, and while it might seem nice to have some breathing room in MarTech, there’s plenty to look out for. Sure, vendors are trying to create a single source of truth in MarTech … but that source of truth needs to be accessible by the entire revenue team, not just by either sales or marketing.

Organizations should pursue not just attribution, but accurate attribution derived from clean, organized systems of record that are not limited to one automation platform—so sales and marketing don’t get isolated.

LeanData Attribution leverages LeanData Routing and Matching to make sure your Salesforce instance is as accurate and accessible as possible, so you’re as informed as possible. Ready for the most accurate attribution in the business? Learn more or schedule a demo.


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