There’s a scene in Monty Python and the Holy Grail, where God appears in the clouds — in delightfully unsubtle Monty Python fashion — and commands Arthur and his knights to seek the Holy Grail. (Arthur: “Good idea, O Lord!” God: “‘Course it’s a good idea!”)
I was reminded of that scene when reading the new Marketing Technology Overload? report released this week from the Tech Marketing Council.
They asked senior marketing leaders — as many have in the past — what features do they want from martech solutions? The respondents answered the same way that thousands of marketers have been answering that question for the past half a decade:
The #1 answer: Easy, Fast to Integrate.
Marketers want the martech products they buy to “integrate quickly with no fuss.” This was the same answer last year (2020), in a report from the CDP Institute showing why integration is by far the most important criteria when selecting martech. And the same in another report the year before that (2019), which I discussed in a detailed post explaining why not all integrations are created equal. And so on.
For martech vendors — whose product managers are continually seeking the best way to serve customers better than their competitors — this is the equivalent of a booming voice in the sky: “Arthur! Integrate thy software!”
(Every marketer everywhere: “Good idea, O Lord!”)
Now, to be fair, the martech industry has made significant progress on the integration front over the past couple of years. SaaS companies now have a median of 15 integrations each — and app platforms have 500+.
But it’s a big martech landscape out there, and with The Great App Explosion underway, it’s not shrinking any time soon. The feedback from martech customers is unequivocal: collectively, we need to do better.
Some of the most interesting success stories in martech (and really, in overall enterprise tech) now are companies that leverage integration as a core part of their product strategy and value proposition. It’s not an afterthought or an eat-your-spinach, if-we-must task at the bottom of the feature prioritization list.
The value of martech products do not end at their own codebases in today’s environment. In an API-powered world in the cloud, that’s merely where their value begins.