Why Integration Is Trumping All Marketing Technology Requirements - CMSwire | The Marteq Alert | Scoop.it
In the CDP Institute report, marketers also reported that integration with external systems (53%) tops things like ease of learning and use (51%), breadth of features (40%), operating costs for fees and staffing (36%) and initial costs of acquisition and deployment (32%) when martech leaders were asked what their company generally considers most important when selecting marketing technology.

And as for integration with internal systems, it wasn’t even close: 66% of leaders cited that as most important, dominating all other answers.

Think about that: integration trumps price, ease of use and features. The industry has come a long way.