Platform Culture Determines the Performance of Martech Majors and Their Customers

This IDC Market Note addresses the hidden source of fragmentation across the front-office CX tech stacks of major martech/CX vendors. How vendors manage internal front-office product teams determines the level of fragmentation or interoperability customers will inherit from their vendors. Integration is now more important to buyers than innovation at the product level, but innovation is needed in all other aspects of the business relationship between martech/CX vendors and their customers.