{"id":6321,"date":"2021-09-23T00:26:01","date_gmt":"2021-09-23T00:26:01","guid":{"rendered":"https:\/\/thorsten.qodeinteractive.com\/?p=6321"},"modified":"2022-04-13T01:51:06","modified_gmt":"2022-04-13T01:51:06","slug":"expand-your-skills","status":"publish","type":"post","link":"https:\/\/proskillsglobal.com\/pt\/expand-your-skills\/","title":{"rendered":"3 abordagens para simplificar sua pilha de martech"},"content":{"rendered":"<div data-elementor-type=\"wp-post\" data-elementor-id=\"6321\" class=\"elementor elementor-6321\">\n\t\t\t\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-4334ad5 elementor-section-boxed elementor-section-height-default elementor-section-height-default qodef-elementor-content-no\" data-id=\"4334ad5\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-7a10102\" data-id=\"7a10102\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-f1c6ad9 elementor-widget elementor-widget-text-editor\" data-id=\"f1c6ad9\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.15.0 - 20-08-2023 *\/\n.elementor-widget-text-editor.elementor-drop-cap-view-stacked .elementor-drop-cap{background-color:#69727d;color:#fff}.elementor-widget-text-editor.elementor-drop-cap-view-framed .elementor-drop-cap{color:#69727d;border:3px solid;background-color:transparent}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap{margin-top:8px}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap-letter{width:1em;height:1em}.elementor-widget-text-editor .elementor-drop-cap{float:left;text-align:center;line-height:1;font-size:50px}.elementor-widget-text-editor .elementor-drop-cap-letter{display:inline-block}<\/style>\t\t\t\t<p><a href=\"https:\/\/blogs.oracle.com\/marketingcloud\/new-technologies-for-your-martech-stack\" target=\"_blank\" rel=\"noopener\">Marketing technology stacks<\/a>\u00a0are very complicated\u2014like credit-card-fine-print complicated or teen-brain complicated. With very few exceptions, the marketers I speak with are eager for greater simplification.<\/p><p>They want to accomplish their marketing goals without having to navigate a spaghetti-works of tools that don\u2019t always play together as well as advertised. Unfortunately, many are finding that they devote more and more time to sorting out the solutions rather than taking advantage of the benefits the tools are there to provide. \u00a0<\/p><p>So how can marketers simplify things? We\u2019ll help you answer that question by reviewing the pros and cons of the three approaches to building a\u00a0<a href=\"https:\/\/blogs.oracle.com\/marketingcloud\/what-are-the-key-components-of-an-effective-martech-stack\" target=\"_blank\" rel=\"noopener\">martech stack<\/a>.<\/p><h2>Option 1: The best-of-breed approach<\/h2><p>This approach focuses on assembling a piecemeal collection of solutions that are each, in isolation, the best at what they do\u2014based on your needs, vertical, and other considerations.\u00a0<\/p><h3>Pros:<\/h3><ul><li>It allows you to select the best functionality available at each point in your marketing ecosystem. Sometimes the functionality is highly specialized for your industry niche or your specific use cases.<\/li><li>It gives you the most flexibility in the timing of the rollout of functionality.\u00a0<\/li><\/ul><h3>Cons:<\/h3><ul><li>More solution providers mean more relationships and contracts to manage, which can be time-consuming. You must manage more agency, consultant, and freelancer relationships since you\u2019re in need of a wider array of skills and platform expertise.<\/li><li>Integrations across best-of-breed technology are difficult and can be costly. These integrations can break as your best-of-breed providers release new updates to their solutions.<\/li><li>Even when integrations are done, they often don\u2019t allow the real-time flow of data. That creates delays in responding to customer requests, which can negatively affect customer satisfaction and cause missed revenue opportunities.<\/li><li>With more solutions comes increased training cycles across the team to ensure proficiency and redundancies in skillsets.<\/li><li>While costs of a best-of-breed approach are initially spread out, they tend to be higher over time because of the number of vendors involved.<\/li><\/ul><p>Let\u2019s be honest. While this option is an approach to building your martech stack, it isn\u2019t going to help you simplify it. Many of the marketers I speak with didn\u2019t build out their martech stack this way intentionally. Instead, they\u2019re somewhat surprised to find themselves in this position after their organization and predecessors made a number of isolated decisions over time to bolt on additional solutions to their marketing ecosystem.<\/p><p>It\u2019s probably fair to say that companies have in part been seduced by the sheer volume of available choices.\u00a0<a href=\"https:\/\/chiefmartec.com\/2020\/04\/marketing-technology-landscape-2020-martech-5000\/\" target=\"_blank\" rel=\"noopener\">According to chiefmartec.com<\/a>, the number of martech vendors has increased from 150 in 2011 to 8,000 in April of 2020. That\u2019s growth of 53x! Having choices is great, but you can definitely have too much of a good thing.<\/p><p>Given all those options, it\u2019s no surprise so many companies find themselves with a martech stack that\u2019s sprawling, disjointed, and underperforming. Let\u2019s look at the real alternatives for simplifying things.<\/p><h2>Option 2: The single provider approach<\/h2><p>This approach uses a single company for all elements of the martech stack rather than using dozens of vendors as many companies do today.<\/p><h3>Pros:<\/h3><ul><li>You have much fewer relationships and contracts to manage. Consequently, your agency and consulting needs are likely also streamlined.<\/li><li>Because you\u2019re using a single provider,\u00a0<a href=\"https:\/\/www.oracle.com\/cx\/?bcid=6234971716001&amp;source=ow:occ:feb%20:ow:lp:2t::\" target=\"_blank\" rel=\"noopener\">integration between functions<\/a>\u00a0tends to be much stronger and more seamless.<\/li><li>Real-time data should be easier to act upon because fewer integrations and data exchanges means a more frictionless path for activating data.<\/li><li>Platform training is streamlined, and it\u2019s far easier to have more marketers d.<\/li><li>The cost of ownership is likely lower over time.<\/li><\/ul><h3>Cons:<\/h3><ul><li>Few vendors can provide a full end-to-end solution that fits the complex needs of mid-to-enterprise-level marketers, so options are limited.<\/li><li>You may have to cope with functionality holes compared to best-of-breed solutions.<\/li><li>While the cost of ownership is likely lower, implementation and other costs tend to be more concentrated up front because the rollout is bigger and occurs over a smaller window of time.<\/li><\/ul><p>On paper, this option is by far the simplest. The underlying assumption that makes this attractive is that a seamlessly integrated one-stop-shop for everything is the solution. However, just because a single vendor offers a range of martech capabilities doesn\u2019t necessarily mean that they\u2019re actually integrated. Some of the largest vendors are simply a collection of disparate point solutions that they\u2019ve acquired over the years. In some cases, the integrations are minimized to allow the solutions to be potentially sold or spun off in the future, so the level of integration should be highly scrutinized. If this option seems too limiting, consider the following.<\/p><h2>Option 3: The best-of-suite approach<\/h2><p>A best-of-suite approach is a compromise between options 1 and 2. In this scenario, the majority of the\u00a0<a href=\"https:\/\/blogs.oracle.com\/marketingcloud\/martech-takes-you-from-business-development-to-brand-development\" target=\"_blank\" rel=\"noopener\">martech stack<\/a>\u00a0is built around one provider. The core suite of functionality is tightly integrated, but highly extensible. Then a select number of critical best-of-breed solutions are stitched in where necessary, based on specific marketing needs.<\/p><p>Let\u2019s compare this to the best-of-breed approach that\u2019s in place at most companies today.<\/p><h3>Pros:<\/h3><ul><li>You have fewer relationships and contracts to manage because you\u2019re using significantly fewer providers.<\/li><li>With fewer APIs, technical integrations are easier across your martech stack.<\/li><li>Fewer solutions means less training required and fewer skill sets to maintain.<\/li><li>You maintain the key benefits of real-time data for the most critical aspects of your marketing.\u00a0<\/li><\/ul><h3>Cons:<\/h3><ul><li>This approach may have slightly higher out-of-pocket costs at first, but it\u2019s justified by the higher return on investment and the reduction in complexity.\u00a0<\/li><\/ul><p>Heavily investing in a single provider that you then supplement with a mix of essential best-of-breed solutions gives you the best chance at creating best-in-class\u00a0<a href=\"https:\/\/www.oracle.com\/cx\/what-is-cx\/\" target=\"_blank\" rel=\"noopener\">customer experience<\/a>. That\u2019s our belief, and it\u2019s increasingly the conclusion of more and more companies. According to 2020\u00a0<a href=\"https:\/\/www.gartner.com\/account\/signin?method=initialize&amp;TARGET=http%253A%252F%252Fwww.gartner.com%252Fdocument%252F3987004\" target=\"_blank\" rel=\"noopener\">research from Gartner<\/a>, 59% of chief marketing officers are looking to buy a more integrated martech platform\u2014a spike of 30% over 2019.<\/p><p>With the pandemic driving more companies to focus on creating better\u00a0<a href=\"https:\/\/www.oracle.com\/cx\/marketing\/cross-channel-marketing\/\" target=\"_blank\" rel=\"noopener\">customer experiences across channels<\/a>, reducing operational complexity, and boosting returns, consider the three options above and ask yourself if your current approach to your martech stack is helping you or holding you back.<\/p><p>\u00a0<\/p><p><strong>Need help building out your Oracle martech stack?\u00a0<\/strong><a href=\"https:\/\/www.oracle.com\/cx\/marketing\/consulting\/\" target=\"_blank\" rel=\"noopener\">Oracle Marketing Consulting<\/a>\u00a0has more than 500 of the leading marketing minds ready to help you achieve more with the leading marketing cloud, including\u00a0<strong>Implementation Services<\/strong>\u00a0experts who can help you quickly and smoothly go live with the full range of integrated Oracle solutions like:<\/p><p><a href=\"https:\/\/www.oracle.com\/cx\/marketing\/campaign-management\/\" target=\"_blank\" rel=\"noopener\">Oracle\u00a0Responsys\u00a0Campaign Management<\/a><\/p><p><a href=\"https:\/\/www.oracle.com\/cx\/customer-data-platform\/\" target=\"_blank\" rel=\"noopener\">Oracle Unity Customer Data Platform<\/a><\/p><p><a class=\"o-hf\" href=\"https:\/\/www.oracle.com\/cx\/marketing\/customer-loyalty\/\" target=\"_blank\" rel=\"noopener\">Oracle CrowdTwist Loyalty and Engagement<\/a><\/p><p><a href=\"https:\/\/www.oracle.com\/cx\/marketing\/digital-intelligence\/\" target=\"_blank\" rel=\"noopener\">Oracle Infinity Behavioral Intelligence<\/a><\/p><p><a href=\"https:\/\/www.oracle.com\/cx\/marketing\/personalization-testing\/\" target=\"_blank\" rel=\"noopener\">Oracle Maxymiser Testing and Optimization<\/a>.<\/p><p><strong>Reach out to us at\u00a0<a href=\"mailto:CXMconsulting_ww@oracle.com\">CXMconsulting_ww@oracle.com<\/a>.<\/strong><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c1cc7b2 elementor-widget elementor-widget-text-editor\" data-id=\"c1cc7b2\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-1203a88 elementor-section-boxed elementor-section-height-default elementor-section-height-default qodef-elementor-content-no\" data-id=\"1203a88\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-c933f6c\" data-id=\"c933f6c\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-1a517a5 elementor-widget elementor-widget-text-editor\" data-id=\"1a517a5\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-241583c elementor-section-boxed elementor-section-height-default elementor-section-height-default qodef-elementor-content-no\" data-id=\"241583c\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-127bea7\" data-id=\"127bea7\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-d22572f elementor-widget__width-initial elementor-widget elementor-widget-thorsten_core_single_image\" data-id=\"d22572f\" data-element_type=\"widget\" data-widget_type=\"thorsten_core_single_image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<div class=\"qodef-shortcode qodef-m  qodef-single-image qodef-layout--default  qodef-si-main-appear-animation--no qodef-si-additional-appear-animation--no qodef-appear-animation--left\">\n\t<div class=\"qodef-m-image\">\n\t\t\t<img width=\"800\" height=\"883\" src=\"https:\/\/proskillsglobal.com\/wp-content\/uploads\/2021\/05\/blog-single-img-1.jpg\" class=\"attachment-full size-full\" alt=\"d\" decoding=\"async\" srcset=\"https:\/\/proskillsglobal.com\/wp-content\/uploads\/2021\/05\/blog-single-img-1.jpg 800w, https:\/\/proskillsglobal.com\/wp-content\/uploads\/2021\/05\/blog-single-img-1-600x662.jpg 600w, https:\/\/proskillsglobal.com\/wp-content\/uploads\/2021\/05\/blog-single-img-1-272x300.jpg 272w, https:\/\/proskillsglobal.com\/wp-content\/uploads\/2021\/05\/blog-single-img-1-768x848.jpg 768w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/>\t<\/div>\n\t<\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-b88d971\" data-id=\"b88d971\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-391f62a elementor-widget__width-initial elementor-widget elementor-widget-thorsten_core_single_image\" data-id=\"391f62a\" data-element_type=\"widget\" data-widget_type=\"thorsten_core_single_image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<div class=\"qodef-shortcode qodef-m  qodef-single-image qodef-layout--default  qodef-si-main-appear-animation--no qodef-si-additional-appear-animation--no qodef-appear-animation--left\">\n\t<div class=\"qodef-m-image\">\n\t\t\t<img width=\"800\" height=\"883\" src=\"https:\/\/proskillsglobal.com\/wp-content\/uploads\/2021\/05\/blog-single-img-2.jpg\" class=\"attachment-full size-full\" alt=\"d\" decoding=\"async\" srcset=\"https:\/\/proskillsglobal.com\/wp-content\/uploads\/2021\/05\/blog-single-img-2.jpg 800w, https:\/\/proskillsglobal.com\/wp-content\/uploads\/2021\/05\/blog-single-img-2-600x662.jpg 600w, https:\/\/proskillsglobal.com\/wp-content\/uploads\/2021\/05\/blog-single-img-2-272x300.jpg 272w, https:\/\/proskillsglobal.com\/wp-content\/uploads\/2021\/05\/blog-single-img-2-768x848.jpg 768w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/>\t<\/div>\n\t<\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-6b5ba9f elementor-section-boxed elementor-section-height-default elementor-section-height-default qodef-elementor-content-no\" data-id=\"6b5ba9f\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-f69b92a\" data-id=\"f69b92a\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-f9e5338 elementor-widget elementor-widget-text-editor\" data-id=\"f9e5338\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t\t\t<\/div>","protected":false},"excerpt":{"rendered":"<p>Lorem ipsum dolor sit amet, sea ei diam ocurreret. Atqui clita eu eos, no interesse mediocritatem sit. Saperet commune invenire at per, ne consul eirmod scaevola ius, case scripta id vis. Ad cum magna deleniti. Nihil antiopam et mei, an sea facer mnesarchum, sea ne soluta appetere tacimates. Ad soluta ignota corrumpit eos. Tem patrioque delicatissimi ut, per veritus alienum te, nec choro soluta fabulas in. Quod sensibus est id<\/p>","protected":false},"author":1,"featured_media":5665,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[18],"tags":[22],"_links":{"self":[{"href":"https:\/\/proskillsglobal.com\/pt\/wp-json\/wp\/v2\/posts\/6321"}],"collection":[{"href":"https:\/\/proskillsglobal.com\/pt\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/proskillsglobal.com\/pt\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/proskillsglobal.com\/pt\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/proskillsglobal.com\/pt\/wp-json\/wp\/v2\/comments?post=6321"}],"version-history":[{"count":9,"href":"https:\/\/proskillsglobal.com\/pt\/wp-json\/wp\/v2\/posts\/6321\/revisions"}],"predecessor-version":[{"id":17249,"href":"https:\/\/proskillsglobal.com\/pt\/wp-json\/wp\/v2\/posts\/6321\/revisions\/17249"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/proskillsglobal.com\/pt\/wp-json\/wp\/v2\/media\/5665"}],"wp:attachment":[{"href":"https:\/\/proskillsglobal.com\/pt\/wp-json\/wp\/v2\/media?parent=6321"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/proskillsglobal.com\/pt\/wp-json\/wp\/v2\/categories?post=6321"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/proskillsglobal.com\/pt\/wp-json\/wp\/v2\/tags?post=6321"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}