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Alex N.
AN
20-year Marketer and Marketing Automation Expert
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Native functionality vs integration needs for Marketing Automation platforms

When evaluating Marketing Technology platforms and their connected technologies, what are some of the ways that you evaluate what a Marketing or CRM or connected platform can do when making a purchasing decision? How do you evaluate what the platform can do in its own functionality vs. what needs to be done via integration? What sources do you consider or consult?

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Ankit J.
AJ
Digital Marketing Consultant | Data Analyst and Strategic Planning
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When evaluating a Marketing Technology platform, I typically look at its native functionality and compare it to the specific needs of my business, then assess what additional functionality I might need to integrate through third-party tools or custom development. To do this, I consult a range of sources, including vendor websites, customer reviews, industry analysts, and peer recommendations.
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Aisha S.
AS
The Slide Chick
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Like @mattcorkum, I usually look for "all-in-one" platforms in a specific niche and then adjust from there. Whatever it does lack, I look for integration with Integrately or Zapier. I make sure my core programs have native email integration with MooSend, my esp.

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Matt C.
MC
Digital Content Creator. Tech Geek. Dad.
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Obviously to save money, I always look at what we currently have or can access for minimal extra cost. But I find that a lot of platforms are trying to be the ONE TRUE PLATFORM, which means they are putting some effort into a bunch of different pieces, and often losing focus on what they do best. So most of the time, I end up looking elsewhere and finding another company who focuses on that one thing, doing it better. A good example right now for me is Canva. We are loving the team options and it's been very beneficial for social posts. However, the document management features are in their infancy. For instance, you can't insert page breaks! So that means we currently cannot use it for sales document templates for our sales team. I am currently trying out Craft, as well as a few other options, but in the end we are still using Word and Office365 for that purpose.
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Mark H.
MH
Mark H.
Managing Partner at Huf Consultancy and full time Autist
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Saving money, always nice. That written, consistency in product development, proper support and the "we got your back" relationship, (to/ for me) is worth "a lot". Which translates into, it is not always about saving money.
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Mark H.
MH
Managing Partner at Huf Consultancy and full time Autist
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