Account Based Convergence
ABM has fundamentally changed the martech stack. Deeper alignment between marketing and sales has created a new technology and data ecosystem.
AI buzz has accelerated the already pressing need to align the technology and data layer of the business. Corporate leaders want internal operations to match the deep strategic partnership between marketing and sales. Everyone wants more from their tech stacks, and marketers rightfully believe that integrating different systems and databases together will deliver a more personalised customer journey. When it comes to marketing technology, consolidation and integration are hot topics.
The Rise of Revenue Tech
Yet, over the last twelve months, one martech trend has flown under the radar. It has been seen quite clearly among martech vendors such as Demandbase, as well as among Sales Automation vendors such as SalesLoft. It has been a significant driver behind the widespread adoption of 6sense among companies of all sizes. It's even been a consideration behind the far more frequent desire for companies to migrate their core marketing and CRM platforms. All of these factors are driving the increasingly deep convergence between martech and sales automation tools.