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185: Jonathan Kazarian: Platforms vs point solutions and the marketing operator’s dilemma

Humans of Martech

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Navigating Marketing Solutions

This chapter explores the challenges marketers face when balancing point solutions with integrated platforms, emphasizing the importance of cohesive systems for effective management. It highlights the advantages of scrappier teams in providing responsive support and fostering a strong customer experience. The discussion also addresses the complexities of documentation and decision-making in marketing operations, focusing on the need for careful evaluation of new tools versus maintaining existing solutions.

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