"But in 2025, the lines between these domains are blurring fast. Technology vendors are merging capabilities, data is becoming interoperable and revenue teams are increasingly expected to operate across the full funnel - from anonymous impressions to loyal customers. The big question now is: are martech, adtech and sales tech truly converging - and is that convergence a good thing?"
"The modern customer journey is omnichannel and non-linear. Prospects engage with ads, websites, email, sales calls and social media before ever converting. Each touchpoint generates valuable data - but historically, those datasets have lived in silos: ad impressions in DSPs, engagement data in marketing automation platforms and opportunity data in CRMs. The rise of customer data platforms (CDPs) and data clean rooms is collapsing these silos. Marketers and sellers can now view a single customer profile that connects paid media behaviors, owned-channel engagement and buying signals."
Martech, adtech and sales tech have operated in distinct ecosystems with martech orchestrating journeys, adtech acquiring audiences, and sales tech managing relationships. In 2025, those boundaries are rapidly blurring as vendors merge capabilities and data becomes interoperable. The modern customer journey is omnichannel and non-linear, producing touchpoint data across ads, websites, email, calls and social media that historically lived in silos. The emergence of CDPs and data clean rooms collapses those silos and creates unified customer profiles. Organizations increasingly expect marketing, sales and customer success to share revenue responsibility across the full funnel.
Read at MarTech
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