My Omnichannel Stack Should Come From One Vendor! OK Boomer...
It's probably because I don't fit neatly into one of the "named generations" like Baby Boomer or Gen X or Millennial, but I've never been big on these types of labels.
However, the recent "OK Boomer" trend caught my attention as I sometimes feel like a dismissive Millennial when I hear vendors or idealistic buyers say that their Omnichannel Tech Stack should come from a single software provider.
I'm not sure that the single-vendor approach was ever the right answer, but the fact of the matter is that today's technology decision makers (Boomers, GenXers, Millennials, GenZ, whatever...) want to be able to have the flexibility to experiment with the rapidly evolving tools coming to market. No one wants to be tied to one way of doing things as they try to prepare for an unknown future.
On the other end of the spectrum, too much flexibility is not the answer either. No one wants to be swapping out core technologies every five seconds.
We've seen the most success come from those enterprises who recognize that all marketing technology is not created equal. These enterprises identify foundational technology to manage their most foundational building blocks: core data, core content, core assets, and core user journey rules. Once you have your foundational technologies in place, experimentation with new technologies should be much easier.
Instead of trying to find a single vendor with whom to align, today's decision makers should be asking questions like:
- Do we need an OCP?
- Which Journey Orchestration Engine (JOE) is right for us?
- Should DAM be an anchor store in my MarTech Mall?
Of course, everyone's omnichannel technology stack will look different. There is certainly no perfect stack combination that fits every enterprise. But, it is imperative that you find the right technologies to serve as your stack foundations and your engagement layers. Those are going to come from different vendors.
Let us know if you need help in deciding what should be in your stack foundation.
In the meantime, I'll get back to thumbing through box scores from last night's ballgames in the morning newspaper. #okboomer