There’s a core architectural flaw in most marketers’ tech stacks.
Out of all a company’s many functions and divisions, marketing stands isolated as a core and key function that does not have a single system of record.
Finance has a system of record: whatever accounting software the company has chose. Sales has a system of record: CRM. And business management, HR, and other divisions have a system of report, an ERP system.
Marketing? Not so much.
Less than 9% of marketers have a single marketing system of record.
Modern marketers deal in data. Prospects, customers, and fans are defined by who they are, how they feel about the brand, and what they do. But most marketers completely lack the central glue that ties together all the information they have: a system of record.