Gartner Research

Survey Analysis: Maximize Marketing’s Impact by Taking a Best-of-Breed or Integrated Suite Approach to Martech Investments

Published: 07 November 2018

ID: G00354417

Analyst(s): Benjamin Bloom , Bryan Yeager


Marketing technology leaders have a choice: Select best-of-breed point solutions from multiple vendors, or invest in an integrated suite from a single provider. With the right leadership, resources and coordination, either approach can yield strong results.

Table Of Contents

Survey Objective

Data Insights

  • Most Marketers Prefer a Best-of-Breed Approach, but the Integrated Model Has a Stronger Following
  • The Presence of a Dedicated Martech Leader Drives a Best-of-Breed Preference; the Lack of One Signals an Integrated Approach
  • Brands That Fail to Define a Clear Martech Strategy Risk Ineffective Resource Allocation and Deployment Impact
  • Marketing’s Relationship With IT Influences the Organization’s Martech Selection Approach and Collaboration Level
  • Marketers Taking an Integrated Approach Rely on Existing Vendor Relationships to Inform Decisions; Best-of-Breed Marketers Turn to Broader Sources
  • Technology Selection Preference Influences Marketing’s Approach to Integrating the Martech Stack
  • What to Do Next
  • Methodology
  • Definitions
    • Additional Contribution

Gartner Recommended Reading

©2021 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Become a client

Learn how to access this content as a Gartner client.