Two excerpts of good Marcom platform advice from Scott Brinker:
For technology, design for change. Evaluate marketing software not just on the slick demo of what it can do by itself, but how open its architecture and APIs are. How easy is it to integrate with other software? How smoothly can you pull your data out or extend it with new functionality specific to your business?
A much more reliable strategy is, above everything else, to develop your organization’s general ability to adapt. That isn’t a platitude — even though it might seem like one because it’s repeated so often without the crucial follow-up: “How?”
Across the golden triangle of people, process, and technology, here’s how.
The only marketing prediction you need for 2017 - Chief Marketing Technologist