HomeResearch Articles Marketing Automation Platforms: Extinction or Evolution?

Marketing Automation Platforms: Extinction or Evolution?

  • Marketing automation platforms (MAPs) have been at the center of the martech stack, but the current architecture no longer reflects modern dynamics
  • Changing buyer needs and newer demand technology capabilities have emerged to push organizations to rapidly evolve MAPs, address gaps or risk MAP extinction
  • Marketers must consider the inherent risk by focusing on MAP-only or MAP-centric demand processes, prioritizing business needs to determine the best approach
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