The widespread adoption of cloud-based marketing solutions among large enterprises has been accompanied by an explosion of highly-specialized vendors. While the environment seems ideal for a best-of-breed approach to building a marketing stack, caution should be exercised at the most vulnerable level: Data security, privacy and confidentiality safeguards.
To start with the good news, mass adoption has been followed by strong regulatory, self-regulatory and contractual frameworks, making it easier than ever to decide on a minimum compliance threshold and then pass the ball from one player to the next (along with our data) in a chain of contractual relationships.
Of course, the inevitable consequence is that non-conforming SaaS vendors can be easily spotted and left out in the cold.
Not Another Dashboard.
