Composability isn't just a buzzword; it's the practice of successful companies in marketing technology. Marrying marketing and IT best practices leads to optimal martech performance.
The key to success lies in finding the balance between marketing's need for speed and agility and IT's requirement for stability and scalability. This requires a joint martech policy that integrates marketing and IT best practices.
The research emphasizes the importance of three composability principles for optimal martech utilization: finding a central platform for scalability, experimenting with specialist apps for relevance, and implementing a process for successful migration.
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