A Tasty Approach to Integration Mapping

PHOTO: Hector Alejandro

Life’s toughest decisions all have one thing in common: sandwiches.

Yes, sandwiches can model just about any conundrum — including the choices inherent to mapping and integrating marketing technology stacks. Too often, our conversations about martech are bland, like freezer bag chicken strips on an aging hamburger bun. And too frequently, marketing teams think of integrations as ends unto themselves rather than as a means of achieving worthwhile goals.

Integrations should give marketers an advantage by linking disparate software platforms. The good news: Integrations have accomplished those goals. The bad news:…

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