Organizations of all types are using more technology today in day-to-day operations than ever before. Marketing and communication professionals have not sat idly by as they now incorporate sophisticated software to segment and communicate with their audience.
Customer Communications Management (CCM) software has become an increasingly important asset to businesses of all sizes around the world. Converting customers is at the top of most marketers’ minds as every new customer contributes to growing revenue. With all due respect to my fellow marketers, conversion opportunities don’t end once a prospect becomes a customer.
In The Need for MarTech and Business Integration, SDL CMO Peggy Chen discusses the importance of proper integration of marketing technology and the business Impact of doing so. As the number of marketing technology (martech) solutions on the market is currently in the thousands and shows no signs of slowing, technology buying decisions continue to get more complex and confusing as time goes on. Chen recommends making integrability a primary qualifier for any new technology purchases moving forward. “Before investing in new technologies, marketers should ensure they integrate and work together effectively with existing tools. This is critical for maximizing technology’s potential for having a real impact on the business,” she says. Here's where we agree with Ms. Chen.
Companies considering a DOCCM solution ask vendors lots of questions, mostly focused on features and cost. But one topic often gets overlooked: