P — 19 Integrate.com Current Systems Have Not Solved Data, Process and Tech Silos Marketers are finding it challenging to overcome their challenges, even with the thousands of marketing technology solutions available today. Marketers reported the top five challenges they faced with their current tech stacks are: Where Business Starts PRECISION DEMAND MARKETING STRATEGY 46 % 42 % 41 % Ensuring data accuracy, governance, integrity, and global compliance for all lead and customer data Connecting data across demand channels, technologies, teams, and processes Adding data intelligence through intent and technographic data to identify timing and fit Developing response-to-revenue reporting and attributing revenue to demand channels, campaigns, and technology investments Orchestrating buyer and account journeys across teams, demand channels, and technology 45 % 42 % 42 % 39 % 33 % Top Three Critical Needs in Marketing Technology Marketers need technology to break the silos in strategy, channels, and systems. And they know this. Out of a list of seven critical characteristics in a marketing technology solution, respondents said the number-one feature their organizations are looking for is the ability to create alignment across people, data, processes and systems. Creates alignment across people, data, processes, and systems Tracks compliance and consent Provides accurate demand data 1 2 3