Customer Experience (CX) is the final frontier, and companies are spending fortunes to deliver it through inspiring, intuitive mobile UI and UX. Behind those cool interfaces, however, many corporate teams are struggling. As the digital ecosystem and martech stacks grow more complex, transparency is fading, ROI is getting harder to prove, and campaigns have gotten more grueling, not less. That’s ironic: CRM and CMS promised to improve optics, harmonize data and unify work flows. But take any capable staffer doing a high-stakes project in a martech platform today, and you can bet they’re losing sleep over it.
“Feature creep” and data accessibility continue to vex the big CRM and CMS platforms. In its report The State of Engagement, top marketing automation firm Marketo
Major software decisions branch off early in one of two directions: a ready-made platform, or a custom-made system. The challenge of custom software—working with developers,