It was probably inevitable, but the “marketing cloud” blowback has officially begun.
Citing inevitable challenges to integrating complex software solutions, and a little bit of stereotyping about large companies, doubts have been raised about the strategic vision – if not the viability – of the “big marketing suite” model. Gartner’s Marty Kihn recently wrote a compelling critique, followed in short order by no less esteemed an observer of the marketing technology field than Scott Brinker, who also explored the alternative vision of an “open marketing platform” offered by Marketo at their Marketing Nation Summit. Obviously, these were not the first criticisms to the “suite” approach, but they were certainly some of the most interesting to date.
So – is the future of marketing technology in big, modular suites, or open platforms relying on lots of partners? Deep down, we all know the answer is that both will of course coexist – but today, I’m going to explain three specific reasons why I think the marketing suite model is here to stay, and likely succeed.