Remove Astroturfing Remove Barriers Remove Exchange Remove Government

Not all integrations are created equal: 4 layers of app integrations with SaaS platforms


According to a recent study by the market research firm Ascend2, “integrating disparate systems” is the greatest barrier to success with marketing technology for 52% of marketers. So why is integration a barrier at all? Governance : establishing and enforcing rules and standards across all approved apps in the platform’s ecosystem. Exchanging data is a relatively rote, mechanical process. governance –> grammar.