Humans of Martech

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

Sep 2, 2025
Join Jonathan Kazarian, Founder & CEO of Accelevents, as he tackles the marketing operator's dilemma of platforms versus point solutions. He likens point solutions to tempting distractions that can weigh teams down, while highlighting their ability to meet specific needs faster. The discussion dives into the significance of data models and integration depth, revealing how support responsiveness differs between smaller teams and larger platforms. Kazarian's insights on managing shiny object syndrome and the relentless pursuit of growth shed light on the evolving marketing landscape.
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INSIGHT

Buy And Gradually Build

  • Platforms should let teams buy now and build later so implementations don't stall on integrations.
  • A coherent platform data model speeds onboarding and empowers internal teams to act independently.
ADVICE

Control Shiny Object Syndrome

  • Avoid chasing every new tool; test promising ones but don't let them distract core priorities.
  • Focus on positioning, customer communication, and making core systems usable before adding toys.
INSIGHT

Data Models Shape Stack Coherence

  • A shared data model reduces messy mappings and duplicate fields across tools.
  • Platforms force conformity, which simplifies operations for teams without warehouse engineering.
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