Martech Capability Markets: Why Marketing Teams May Soon Buy Intelligence Instead of Software?

Traditionally, marketing technology has been application-based. To support different stages of the customer journey, organizations invest in customer relationship management (CRM) systems, marketing automation platforms, analytical tools, personalization engines, advertising technologies, and campaign management software. Each application offers a set of defined features designed to boost efficiency, organize customer information, automate repetitive tasks and measure […]

Last updated Oct 26, 2026 by ATDb automated enrichment