Marketing tech stacks have grown fast. So has the pressure to simplify, standardize, and stay compliant. For European CTOs, the question is no longer whether the martech stack works. It’s whether it can scale, adapt, and stay governed without slowing everything down.
So what’s the better move? Consolidate into one platform or integrate best-of-breed tools? The answer depends on your architecture, data strategy, and your appetite for complexity.
Privacy regulations are shifting constantly, and each new market brings new rules. From GDPR to country-specific consent frameworks, compliance lives in your architecture. When customer data is spread across disconnected tools, enforcing new consent policies or responding to data subject requests becomes a manual burden.
Tip: Use platforms that support real-time preference syncing, consent capture, and regional rule sets. Selligent makes this easier with flexible consent structures and built-in GDPR support.
Integrating the stack used to be a one-off project. Now, it’s a full-time job. Each new point solution means new APIs, sync issues, and dev cycles just to keep systems aligned. Even small upgrades can break dependencies if the architecture isn’t modular.
Tip: Choose tools with productized integrations, robust documentation, and an API-first approach. Selligent plays well with your existing ecosystem. It connects seamlessly to your CDP and other systems, reducing tech debt instead of adding to it.
Regional teams need tools that adapt to local markets, languages, and compliance needs. But without strong architecture, that flexibility can lead to siloed campaigns, disconnected data, and duplicated effort.
Tip: Standardize your data model centrally and use tools that allow local execution from shared logic and profiles. Selligent supports unified customer views and lets teams build locally while maintaining central visibility and control.
The real question is how to build a tech stack that simplifies without locking you in and supports flexibility without breaking governance.
Consolidation works when it reduces vendor overhead, simplifies data flows, and gives your teams more autonomy. Integration works when specific tools deliver measurable value and can connect through clean APIs.
Whether your stack is consolidated or fully integrated, Selligent is built to support CTO priorities:
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