Consolidation vs. integration: What’s the right martech move for European marketing leaders?
Marketing leaders across Europe are under pressure to do more with less. Budgets are shrinking. Expectations keep rising. Every customer interaction needs to feel personal.
Bloated, fragmented systems lead to siloed data, delayed campaigns, inconsistent experiences, and compliance risk. The real problem is complexity without control.
Simplification isn’t just a technical choice. It’s a strategic one.
Consolidating your stack can reduce overhead and improve speed. Integrating best-in-class tools can bring precision and flexibility. But each path has trade-offs. The key is finding an architecture that gives you the agility, governance, and personalization power you need to grow.
Here’s what European marketing leaders should consider.
3 martech must-haves for European marketing teams
1. Data privacy and regulation Data privacy is constantly evolving, with GDPR, ePrivacy, and local regulations requiring systems that manage consent dynamically and transparently. Today’s consumers expect clarity about how their data is used. Brands that prioritize ethical data practices build lasting trust and stronger loyalty. The right balance is centralized oversight paired with local execution.
2. Marketing agility Real-time personalization and orchestration are essential, but overly complex tech stacks can slow teams down. Tools should empower marketers to test, build, and launch campaigns without heavy reliance on developers.
3. Regional vs. global execution Global strategy must leave room for local nuance. Your tech should support shared logic while giving local teams the freedom to adapt content. Central marketing should guide, not constrain, execution.
Two proven strategies for simplifying your stack
Consolidated stack: One platform, many capabilities
This approach unifies key marketing functions into a single system.
Look for a solution that combines robust data management with strong cross-channel campaign execution.
• Cross-channel campaign execution
• Data from multiple touchpoints unified into individual customer profiles
• Data enrichment in real-time
• Powerful personalization, AI, analytics
• Consent and preference management
Benefits:
• Streamlined operations
• Lower vendor complexity
• Faster onboarding and training
• Easier to manage compliance centrally
Trade-offs:
• May be less flexible for specific use cases
• Harder to localize or swap components
• Risk of vendor lock-in if priorities change
• Risk of over-consolidation: could be harder to adapt to changing needs or scale
Integrated stack: Best-of-breed tools, connected
An integrated stack connects specialized tools via APIs or data hubs.
Look for solutions that offer easy-to-use integration tools and configurable systems.
• You can choose the Email Service Provider, loyalty platform, CDP (Customer Data Platform), etc. that fits your needs best.
• The functionalities outlined in the consolidation approach are spread across different platforms.
• Each team can optimize for their function or region
• Data needs to flow seamlessly between systems
Benefits:
• Tailored setup to your unique needs
• More control over tools and contract
• Possibility to localize stack per region
Trade-offs:
• Integration and maintenance require IT support
• Higher risk of data silos or sync delays
• Compliance must be managed across multiple systems
5 steps to future-proof your martech
The right martech stack doesn’t just support your current strategy. It gives your teams the speed, clarity, and control they need to grow across channels and regions. Here’s what to focus on:
Audit your stack Identify which platforms drive value and which create friction or duplication.
Prioritize real-time integration Can your systems share data and logic in real time, without custom workarounds?
Build on connected data Unified profiles are essential for personalization, segmentation, and measurement.
Balance control and flexibility Centralization should never come at the cost of regional relevance or autonomy.
Evaluate operational impact Your stack should help marketers move faster not push them back to IT every time.
How Selligent supports both paths
Whether your strategy leans toward consolidation or integration, Selligent by Marigold gives you:
A powerful cross-channel marketing platform
Open architecture with real-time integrations
The flexibility to consolidate into one powerful platform or integrate other tools seamlessly
Built-in consent and preference tools aligned with European legislation
Local teams across Europe who understand your market realities
What matters most is that our tech should bring your marketing vision to life. It should be configurable to your needs, not the other way around.
