Articles

Guest Critic Article

<a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/critics/nishant-patel">Nishant Patel</a><a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/critics/amit-aggarwal"> </a>is the co-founder and CTO at <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/contentstack">Contentstack</a> and a CMS Critic contributor. <hr /> When the internet first went mainstream, it was innovative just to have a website. Later, it was a blog. Then a mobile version. Each step felt like a leap forward in how brands showed up online.But we’ve entered a different era. With the rise of AI, simply “having a presence” doesn’t stand out to customers anymore. What does stand out is how adaptive that presence can be.By emphasizing personalization, <a target="_blank" rel="noopener noreferrer" href="https://www.contentstack.com/resources/case-study/land-olakes-boosts-conversion-rate-by-38-with-lytics-cdp-personalization?utm_campaign=fy26_glb_os_thought-leadership&amp;utm_medium=press-link&amp;utm_source=cmscritic&amp;utm_content=nishant-cmscritic-october">Land O’Lakes</a>’ animal nutrition brand Purina increased conversions to an average of 30% and improved its ability to keep visitors on the website for longer. That’s the power of experiences designed for individuals, not audiences.So what does the future look like? Two words: context management.<h3 id="content-vs.-context-management">Content vs. Context Management</h3>For years, brands doubled down on producing and managing content. But with the technology available and the siloed way data was collected, they were mostly guessing what a segment of people wanted. A brand can crank out endless content, but if that content isn’t in response to an individual’s real-time signals, what good will it do?Content management won’t cut it today. Context management is the only strategy that will reach and move audiences to action. (This, coming from someone who created the first <a target="_blank" rel="noopener noreferrer" href="https://www.contentstack.com/resources/report/complete-headless-cms-guide?utm_campaign=fy26_glb_os_thought-leadership&amp;utm_medium=press-link&amp;utm_source=cmscritic&amp;utm_content=nishant-cmscritic-october">headless CMS</a>.)Unlike content management, context management seeks to piece together the full story of the problem or desire that the customer wants to solve, based on signals they send. For example, a Gen Z customer might see a product they like on social media. From there, they might quickly search that product—via a search engine or LLM—and land on your website. Imagine they click “shop” and see the exact product they’ve been searching for in front of them, without any deep dives. That’s a brand experience just for that individual, adapted instantly after a quick scan of their browser history. In the <a target="_blank" rel="noopener noreferrer" href="https://www.contentstack.com/blog/announcements/welcome-to-the-context-economy?utm_campaign=fy26_glb_os_thought-leadership&amp;utm_medium=press-link&amp;utm_source=cmscritic&amp;utm_content=nishant-cmscritic-october">Context Economy</a>, the value of a brand no longer comes from the volume of content published, but from how intelligently a brand’s experience adapts to the customer’s signals. Is your digital experience technology equipped to handle it?<h3 id="where-context-meets-agentic-ai">Where Context Meets Agentic AI</h3>Brands have been moving towards context management for a long time. According to the <a target="_blank" rel="noopener noreferrer" href="https://content.martechday.com/state-of-martech-2025.pdf">2025 State of Martech report</a>, the center of the Martech stack has shifted over the last two years to data warehouses and customer data platforms. I like that because you can’t be smart without data. But I also think it's a curious choice, because data can never act alone. Brands need to pair data systems with a CMS to turn data into insights, activate those insights, and connect with customers. What happens if you supercharge that with automation and agentic AI? Here’s what a true <a target="_blank" rel="noopener noreferrer" href="https://www.contentstack.com/blog/ai/agentic-ai-101-whats-an-ai-agent-and-when-should-they-be-used?utm_campaign=fy26_glb_os_thought-leadership&amp;utm_medium=press-link&amp;utm_source=cmswire&amp;utm_content=nishant-contentcon?utm_campaign=fy26_glb_os_thought-leadership&amp;utm_medium=press-link&amp;utm_source=cmscritic&amp;utm_content=nishant-cmscritic-october">agentic AI</a> ecosystem might function like:A flash sale is about to go live. Instead of scrambling across teams—marketing, legal, supply chain, development, brand—AI agents handle the campaigns.One agent writes the copy. Another ensures it’s on-brand. An anti-hoax agent flags suspicious assets, while a supply chain agent checks inventory. Once the plan is greenlit by humans, a promotion agent takes over to launch the campaign, update the homepage, and email the right audience. As performance data rolls in, yet another agent optimizes the campaign in real time, ensuring it reaches the right people in the right moments.Again, keep in mind this shouldn’t be a one-size-fits-all experience. Individual A receives one version, while Individual B receives a completely different version, based on the context they provide. Both move the customer to form a deeper connection with the brand in different ways.This is not a distant future. Contentstack enables that reality today.<h3 id="embrace-agentic-with-contentstack’s-agent-os">Embrace Agentic with Contentstack’s Agent OS</h3><a target="_blank" rel="noopener noreferrer" href="https://www.contentstack.com/academy/content/adaptive-personalization-with-agent-os">Contentstack’s Agent OS</a> is a breakthrough in agentic AI that allows AI and automation to operate with full brand and customer context to drive one-to-one interactions. Agents tap into a brand’s content, voice, audience insights, and existing Contentstack tools to handle predictable tasks and enforce on-brand outputs where it matters. Automations remove the need to switch between tools, set up manual workflows, and configure repetitive, low-value AI prompts.This is context management: combining data, content, and brand intelligence in real time to enable customer-driven experiences at scale.<h3 id="how-to-get-your-context-in-order">How to Get Your Context in Order</h3>So how do you prepare for an agentic future, today? <ol><li>Know your customer. Make sure customer data is being captured with the right systems, and that you’re pulling in real-time signals you can actually act on. That might require getting marketing and IT together in one room until that’s figured out. Even better, use data systems already <a target="_blank" rel="noopener noreferrer" href="https://www.contentstack.com/platforms/real-time-cdp?utm_campaign=fy26_glb_os_thought-leadership&amp;utm_medium=press-link&amp;utm_source=cmscritic&amp;utm_content=nishant-cmscritic-october">embedded in your CMS</a>, so you don’t have to configure complicated integrations and fixes to connect data and content.  </li><li>Know your brand. This isn't just about logos and tone and voice. Understand how your brand is most relevant to your customer and adds value to their life. Do they want to be educated? Entertained? Make sure you’re fulfilling that need.  </li><li>Commit to the moment. Once you understand the intersection between customer and brand, use AI and LLMs to <a target="_blank" rel="noopener noreferrer" href="https://www.contentstack.com/blog/tech-talk/how-ai-powered-personalization-enhances-customer-experience?utm_campaign=fy26_glb_os_thought-leadership&amp;utm_medium=press-link&amp;utm_source=cmscritic&amp;utm_content=nishant-cmscritic-october">personalize content</a> for customers in the right channel, at the right time.</li></ol>The “one-size-fits-all” web has been dying for a long time. Now, with modern digital experience platforms like <a target="_blank" rel="noopener noreferrer" href="https://www.contentstack.com/platform?utm_campaign=fy26_glb_os_thought-leadership&amp;utm_medium=press-link&amp;utm_source=cmscritic&amp;utm_content=nishant-cmscritic-october">Contentstack Edge</a> that combine content, data, and agentic AI in real-time, there’s a better customer experience waiting. We can finally move on to the era of context management.

The Death of the One-Size-Fits-All Web

nishant-patel

<a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/critics/amit-aggarwal">Amit Aggarwal </a>is the founder and principal consultant at <a target="_blank" rel="noopener noreferrer" href="https://accessibilitypartners.ca/">Accessibility Partners Canada,</a> and a CMS Critic contributor. <hr /> In today’s digital-first world, a website is far more than a marketing tool—it’s a gateway for customers, clients, and employees. Yet, many brands still overlook a critical component of user experience: web accessibility. While organizations invest heavily in design, functionality, and content, accessibility often remains an afterthought, creating both reputational and financial risks.Accessibility isn’t just about compliance; it’s about ensuring that everyone, regardless of ability, can fully engage with your brand online. Ignoring it can mean excluding millions of potential users, limiting your reach, and ultimately impacting your bottom line.<h3 id="the-hidden-costs-of-ignoring-accessibility">The Hidden Costs of Ignoring Accessibility</h3>The consequences of overlooking accessibility go beyond simple usability issues. Non-compliance with accessibility standards such as the <a target="_blank" rel="noopener noreferrer" href="https://www.ada.gov/">Americans with Disabilities Act (ADA</a>) in the U.S., or the <a target="_blank" rel="noopener noreferrer" href="https://www.ontario.ca/laws/statute/05a11">Accessibility for Ontarians with Disabilities Act (AODA) in Canada</a>, can lead to legal actions and costly settlements.Beyond legal implications, inaccessible websites create hidden business costs:<ul><li>Lost revenue opportunities: Users who encounter barriers will leave your site and turn to competitors, resulting in missed conversions and sales.</li><li>Reduced search engine visibility: <a target="_blank" rel="noopener noreferrer" href="https://searchengineland.com/website-matters-ai-age-458829">Even in the age of AI,</a> SEO fundamentals are critical. Many accessibility practices, like proper use of headings and alt text, also improve SEO. Ignoring these can hurt your organic search rankings.</li><li>Brand reputation damage: Accessibility issues can lead to negative publicity or social media backlash, affecting customer trust and loyalty.</li><li>Increased maintenance costs: Fixing accessibility issues reactively is far more expensive than incorporating accessibility from the beginning of a project.</li></ul>Even seemingly minor oversights—like unlabeled buttons or poor color contrast—can have a large cumulative impact, reducing engagement and frustrating users.<h3 id="common-accessibility-oversights">Common Accessibility Oversights</h3>Brands often underestimate the scope of accessibility, assuming it’s only about “adding alt text” or “making the site navigable with a keyboard.” In reality, accessibility spans a wide range of elements, including visual, auditory, cognitive, and motor accessibility. Some of the most common oversights include:<ul><li>Missing alt text for images: This prevents screen readers from conveying important information to visually impaired users.</li><li>Poor color contrast: Users with low vision or color blindness may find your content difficult to read.</li><li>Non-descriptive link text: Phrases like “click here” or “read more” don’t provide context for users relying on screen readers.</li><li>Inaccessible forms: Forms without labels or clear error messages create barriers for users filling out applications, signing up for newsletters, or making purchases.</li><li>PDFs and multimedia content: Many organizations upload documents or videos without captions, transcripts, or proper tagging, excluding users from accessing critical information.</li></ul>These oversights aren’t always obvious to organizations, which is why proactive planning and testing are essential.<h3 id="real-world-examples">Real-World Examples</h3>Consider a government agency website that publishes essential public health information. If critical updates are embedded in inaccessible PDFs, individuals who rely on screen readers may miss vital information. Similarly, e-commerce platforms that don’t implement accessible checkout processes risk losing a significant portion of potential buyers—millions of users with disabilities who represent a considerable market.Even tech giants have faced lawsuits over accessibility issues. These cases illustrate that no brand, regardless of size, is immune to the risks of neglecting accessibility.<h3 id="the-role-of-expertise">The Role of Expertise</h3>Addressing accessibility effectively requires both technical knowledge and strategic planning. Many organizations partner with<a target="_blank" rel="noopener noreferrer" href="https://accessibilitypartners.ca/"> accessibility consultants</a> to navigate the complex landscape of compliance standards, assistive technology testing, and inclusive design practices.Accessibility consultants help brands:<ul><li>Conduct audits and identify barriers across all digital assets.</li><li>Train teams to implement accessibility best practices.</li><li>Integrate accessibility into content creation, development, and design processes.</li><li>Ensure ongoing compliance through periodic monitoring and updates.</li></ul>By working with experts, organizations can save costs in the long run, improve user experience, and reduce the risk of legal challenges.<h3 id="accessibility-as-a-competitive-advantage">Accessibility as a Competitive Advantage</h3>Beyond compliance, accessibility can drive business growth. Accessible websites:<ul><li>Reach a broader audience, including users with disabilities and older adults.</li><li>Improve overall usability, benefiting all users, not just those with impairments.</li><li>Enhance SEO and mobile experience.</li><li>Strengthen brand reputation and demonstrate corporate responsibility.</li></ul>Brands that integrate accessibility into their digital strategy often find that it complements other business goals, such as improving conversion rates, reducing customer support queries, and fostering loyalty among diverse user groups.<h3 id="steps-brands-can-take-today">Steps Brands Can Take Today</h3>To make accessibility a core part of your digital strategy, organizations can take actionable steps immediately:<ol><li>Conduct an accessibility audit: Evaluate your website and digital content against <a target="_blank" rel="noopener noreferrer" href="https://www.w3.org/TR/WCAG21/">WCAG (Web Content Accessibility Guidelines)</a> standards.  </li><li>Involve users with disabilities in testing: Real feedback highlights practical issues that automated tools may miss.  </li><li>Provide ongoing training: Equip both technical and non-technical teams with knowledge to maintain accessibility standards.  </li><li>Integrate accessibility into project workflows: Treat accessibility as a requirement, not an afterthought, in design and development cycles.  </li><li>Partner with experts: Collaborating with accessibility consultants ensures compliance, efficiency, and a strategic approach to inclusivity.</li></ol><h3 id="conclusion">Conclusion</h3>Web accessibility is no longer optional—it’s a business imperative. Brands that overlook it risk legal issues, lost revenue, and reputational damage. Conversely, those who embrace accessibility gain a competitive advantage, improve user experience, and demonstrate social responsibility.Investing in accessibility today isn’t just about avoiding costs—it’s about creating digital experiences that are inclusive, engaging, and valuable for everyone. By prioritizing accessibility and working with experts when needed, brands can build a stronger, more resilient digital presence that truly welcomes all users.  <hr /><h3 id="upcoming-events">Upcoming Events</h3> <img style="width:31.61%" src="https://cmscritic.com/ms-content/uploads/2025/08/storyblok-joyconf-2025-logo.jpg" /><h4 id="storyblok-joyconf-2025"><a target="_blank" rel="noopener noreferrer" href="https://joyconf.storyblok.com/">Storyblok JoyConf 2025</a></h4>October 14-15, 2025 – Amsterdam, Netherlands November 4, 2025 – New York, NY November 6, 2025 – Los Angeles, CAJoin us at JoyConf 2025, where the future of content meets the people shaping it. Built for developers, marketers, and digital innovators, this free conference goes way beyond product updates or yet another strategy playbook. It’s where you’ll get inspired, get real, and get connected – to ideas, to the community, and to what’s possible when you build joyfully. Whether you're building lightning-fast frontends or launching cross-channel campaigns, this is where content becomes connection and collaboration becomes second nature. Come for the talks. Stay for the community. Leave with joy. <a target="_blank" rel="noopener noreferrer" href="https://joyconf.storyblok.com/">Save your spot.</a> <img style="width:28.9%" src="https://cmscritic.com/ms-content/uploads/2025/08/sitecore-symposium-2025.jpg" /><h4 id="sitecore-symposium-2025"><a target="_blank" rel="noopener noreferrer" href="https://symposium.sitecore.com/">Sitecore Symposium 2025</a></h4>November 3-5, 2025 – Orlando, FLAt Sitecore Symposium, you’ll learn how to meet your customers where they are – across channels, moments, and touchpoints that didn’t exist a year ago. You’ll hear how the boldest brands in the world are transforming content into outcomes and creating experiences that are fast, relevant, and human. Join 1,500 marketers, digital leaders, and technologists in Orlando to see what’s possible when personalization scales, AI accelerates creativity, and trust becomes your competitive edge. This is the Third Wave of the Internet. And this is your moment to lead in it. <a target="_blank" rel="noopener noreferrer" href="https://symposium.sitecore.com/">Get your tickets today.</a> <img style="width:31.44%" src="https://cmscritic.com/ms-content/uploads/2025/08/cms-kickoff-2026-logo.png" alt="" /><h4 id="cms-kickoff-2026"><a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmskickoff26">CMS Kickoff 2026</a></h4>January 13-14, 2026 – St. Petersburg, FLMeet industry leaders at our fourth annual CMS Kickoff – the industry's premier global CMS event. Similar to a traditional kickoff, we reflect on recent trends and share stories from the frontlines. Additionally, we will delve into the current happenings and shed light on the future. Prepare for an unparalleled in-person CMS conference experience that will equip you to move things forward. This is an exclusive event – space is limited, <a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmskickoff26">so secure your tickets today.</a>

What Brands Overlook About Web Accessibility (and Why It’s Costly)

amit-aggarwal

Agentic AI Is Coming. Is Your DXP Ready?

dsfaltudo

<a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/critics/jurgita-lap">Jurgita Lapienytė</a><a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/critics/dan-drapeau"> </a>is Editor-in-Chief at <a target="_blank" rel="noopener noreferrer" href="https://cybernews.com/">Cybernews</a> and a CMS Critic contributor. <hr /> Imagine that you’re out shopping for a new jacket, blissfully unaware that somewhere, in the digital shadows, your personal details are being shuffled like cards in a high-stakes game you never agreed to play. That’s the reality for The North Face customers after a <a target="_blank" rel="noopener noreferrer" href="https://cybernews.com/news/north-face-cyberattack-compromised-customer-accounts-vf-corp/">“small-scale” credential stuffing attack</a> – though, let’s be honest, there’s nothing small about having your name, birthday, and address stolen.<h3 id="credential-stuffing:-the-lazy-hacker’s-jackpot">Credential Stuffing: The Lazy Hacker’s Jackpot</h3>Credential stuffing is the digital equivalent of trying every key on a ring until one fits. Hackers scoop up usernames and passwords leaked from previous breaches, then let automated bots loose on other websites, hoping you’ve reused your old faithful password yet again. Spoiler: <a target="_blank" rel="noopener noreferrer" href="https://cybernews.com/security/password-leak-study-unveils-2025-trends-reused-and-lazy/#:~:text=The%20Cybernews%20research%20team%20conducted,the%202025%20password%20creation%20trends.&amp;text=%E2%80%9CWe're%20facing%20a%20widespread,highly%20vulnerable%20to%20dictionary%20attacks.">Most people do</a>. It’s like giving every houseguest you’ve ever had a copy of your key and never changing the locks.Why does this keep happening? Because password reuse is the internet’s dirty little secret. We all know we shouldn’t, but convenience wins. The North Face’s attackers didn’t need to break down the door – they just waltzed in, armed with credentials bought in bulk from the dark web’s version of a discount warehouse.<h3 id="what-was-stolen-–-and-why-it’s-important">What Was Stolen – and Why It’s Important</h3>No, your credit card wasn’t filched this time. But don’t breathe easy just yet. Names, addresses, phone numbers, birthdays – these are the building blocks for identity theft and phishing scams that can cost you far more than a new parka. Cybercriminals love this data because it’s the clay they mold into convincing cons.<h3 id="how-to-break-the-cycle">How to Break the Cycle</h3>Here’s what CMS and DXP vendors can do to help brands secure the end user experience: <ul><li>Enable <a target="_blank" rel="noopener noreferrer" href="https://support.microsoft.com/en-us/topic/what-is-multifactor-authentication-e5e39437-121c-be60-d123-eda06bddf661">Multi-Factor Authentication (MFA)</a> by default, especially for risky logins and sensitive actions.</li><li>Use AI-powered bot detection and rate limiting to block automated credential stuffing attempts.</li><li>Integrate <a target="_blank" rel="noopener noreferrer" href="https://support.google.com/a/answer/1217728">CAPTCHA</a> challenges smartly to stop bots without frustrating real users.</li><li>Adopt secure, decoupled architectures and protect APIs with strong authentication protocols.</li><li>Check passwords against breach databases and enforce strong, unique password policies.</li><li>Monitor login patterns in real-time to spot and respond to suspicious activity quickly.</li><li>Provide built-in user education on security best practices and phishing awareness.</li><li>Keep platforms updated automatically with the latest security patches and protections.</li><li>Leverage cloud-native, vendor-managed security to reduce risks and maintenance burdens.</li></ul><h3 id="last-take">Last Take</h3>The North Face did the right thing by alerting customers, even if the law didn’t twist their arm. But let’s not kid ourselves: until unique passwords and two-factor authentication are as routine as zipping your coat before a snowstorm, credential stuffing attacks will keep finding their mark. Don’t be the low-hanging fruit. In the wilds of the internet, survival favors the cautious. <hr /><h3 id="upcoming-events">Upcoming Events</h3> <img style="width:31.83%" src="https://cmscritic.com/ms-content/uploads/2025/01/cms-connect-2025-logo.png" alt="" /><h4 id="cms-connect-25"><a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmsconnect25">CMS Connect 25</a></h4>August 5-6, 2025 – Montreal, CanadaWe are delighted to present the second annual summer edition of our signature global conference dedicated to the content management community! CMS Connect will be held again in beautiful Montreal, Canada, and feature a unique blend of masterclasses, insightful talks, interactive discussions, impactful learning sessions, and authentic networking opportunities. Join vendors, agencies, and customers from across our industry as we engage and collaborate around the future of content management – and hear from the top thought leaders at the only vendor-neutral, in-person conference exclusively focused on CMS. Space is limited for this event, <a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmsconnect25">so book your seats today.</a>

When Passwords Become Skeleton Keys: The North Face Breach and the Perils of Credential Stuffing

jurgita-lap

<a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/in/yanghan11/">Yang Han</a> is the Co-Founder and CTO at StackAdapt and a CMS Critic contributor. <hr /> Marketers are drowning in tools but starving for connection. Over the past decade, martech stacks have ballooned, crammed with platforms for everything from email automation to customer journey mapping. Yet instead of making teams faster and smarter, too many disconnected tools create workflow silos, data inconsistencies, and signal loss. Context gets scattered, collaboration slows down, and customer experiences suffer.Tool fragmentation isn’t just inconvenient—it’s a serious barrier to marketing performance. Integrated ecosystems make it possible to connect signals across channels, deliver more cohesive customer journeys, and move faster in an increasingly real-time world. Below, I explore why reducing tool overload is critical for long-term success and offer practical strategies for unifying fragmented martech stacks without throwing everything out and starting from scratch.<h3 id="understanding-the-problem:-what-is-‘tool-fragmentation’?">Understanding the Problem: What is ‘Tool Fragmentation’?</h3>Martech tool fragmentation happens when companies use too many isolated technologies that don’t easily connect. Instead of working as a streamlined system, the stack becomes a patchwork of apps, platforms, and databases. Each tool might serve a purpose, but without integration, they create more friction than flow.In practice, fragmentation leads to disjointed workflows, inconsistent customer data, and campaign delays. Teams scramble to manually move data between systems, while insights stay trapped in silos. Over time, strategies drift, decision-making stalls, and customer experiences feel disconnected.The problem is widespread. According to <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/adobe-experience-manager">Adobe</a>, the average enterprise now uses over <a target="_blank" rel="noopener noreferrer" href="https://business.adobe.com/blog/perspectives/rationalizing-your-marketing-technology-stack-an-imperative-for-it-leaders">130 different marketing technologies</a>. Rather than boosting performance, this bloated ecosystem often drags teams down, making it harder to stay agile, personalize effectively, or see the full customer journey.<h3 id="why-integration-matters-more-than-ever">Why Integration Matters More Than Ever</h3>In a world where marketing moves at the speed of the customer, integration has shifted from a nice-to-have to a must-have. When tools work together, teams gain stronger signal continuity with fewer blind spots across channels and customer touchpoints. Unified systems make it easier to deliver consistent messaging and personalized experiences that feel seamless rather than stitched together. Integration also cuts down the hours wasted on manual syncing and patchwork reporting, giving marketers faster access to the insights they need to make smarter decisions. <a target="_blank" rel="noopener noreferrer" href="https://www.stackadapt.com/resources/blog/how-to-prepare-for-ai-strategy">With AI</a>, automation, and real-time personalization becoming core parts of marketing strategies, a connected martech stack sets the foundation for the agility and innovation that today’s brands demand.<h3 id="key-strategies-to-tackle-fragmentation">Key Strategies to Tackle Fragmentation</h3> <h4 id="1.-audit-your-martech-stack">1. Audit Your Martech Stack</h4>The first step toward solving fragmentation is understanding where you stand. Create a full inventory of every marketing tool in use, from major platforms to niche plugins. Assess each tool's core purpose, how often it’s used, and whether it integrates smoothly with other systems. Pay close attention to redundancies—tools that overlap in function—or technologies that don't "talk" to the rest of your stack. A clear view of your ecosystem will make it easier to spot what’s helping and what’s quietly holding you back. <h4 id="2.-prioritize-integration-first-solutions">2. Prioritize Integration-First Solutions</h4>When evaluating new technologies, integration should still be non-negotiable, but smart integration matters more than sheer volume. Too many loose or flawed connections within the same martech stack can create just as many issues as isolation. Focus on platforms that offer open APIs, strong native integrations, and robust partner ecosystems, but also think beyond marketing. Look for tools that connect seamlessly to adjacent areas of your business, like finance, CRM, and sales systems. While integration within martech is critical, overloading your stack with patchy internal connections can lead to complexity without real gains. Unified platforms can offer a better foundation, as long as they are strong enough not to compromise on capability. <h4 id="3.-build-an-integration-roadmap">3. Build an Integration Roadmap</h4>Once you know what needs fixing, map out a plan. Set clear goals for which connections matter most to your workflows—whether that's syncing customer data between your CRM and email platform or aligning analytics across paid media channels. If direct integrations aren’t available, consider middleware like Integration Platform as a Service (iPaaS) tools, which can act as the connective tissue between systems. A phased approach will make integration manageable instead of overwhelming. <h4 id="4.-train-teams-to-work-across-systems">4. Train Teams to Work Across Systems</h4>Even the best-integrated stack can fall short if people aren’t trained to use it effectively. Integration isn’t just a technical problem; it’s a collaboration challenge. Run cross-team workshops to show how tools are connected, why certain processes are in place, and what best practices to follow. Developing clear standard operating procedures (SOPs) helps teams move more confidently across platforms and reduces the risk of knowledge gaps dragging down performance.<h3 id="conclusion">Conclusion</h3>Fragmentation isn’t just a tech issue—it’s a barrier to marketing success. A disconnected martech stack slows down workflows, scatters customer insights, and weakens every campaign's impact. Small, practical steps like auditing your tools, choosing integration-first solutions, building a clear roadmap, and training teams to work across systems can make a big difference. <hr /><h4 style="text-align:center" id="looking-for-guidance-on-stackadapt?-talk-to-an-expert.">Looking for guidance on StackAdapt? <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/contact">Talk to an expert.</a></h4><hr /> <h3 id="upcoming-events">Upcoming Events</h3> <img style="width:33.07%" src="https://cmscritic.com/ms-content/uploads/2025/05/contentcon25-logo-1747412490394.png" /><h4 id="contentstack-contentcon-25"><a target="_blank" rel="noopener noreferrer" href="https://www.contentstack.com/contentcon">Contentstack ContentCon 25</a></h4>June 3-5, 2025 – Chicago, USAThe future of digital is waiting for you! Contentstack presents ContentCon, the premier event for digital teams and industry leaders who are reimagining the future of digital experiences. Join us for two days of transformative presentations and workshops designed to help you put personalization and AI strategies into action. <a target="_blank" rel="noopener noreferrer" href="https://contentcon2025.site.zuddl.com/">Register today! </a> <img style="width:31.83%" src="https://cmscritic.com/ms-content/uploads/2025/01/cms-connect-2025-logo.png" alt="" /><h4 id="cms-connect-25"><a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmsconnect25">CMS Connect 25</a></h4>August 5-6, 2025 – Montreal, CanadaWe are delighted to present the second annual summer edition of our signature global conference dedicated to the content management community! CMS Connect will be held again in beautiful Montreal, Canada, and feature a unique blend of masterclasses, insightful talks, interactive discussions, impactful learning sessions, and authentic networking opportunities. Join vendors, agencies, and customers from across our industry as we engage and collaborate around the future of content management – and hear from the top thought leaders at the only vendor-neutral, in-person conference exclusively focused on CMS. Space is limited for this event, <a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmsconnect25">so book your seats today.</a>

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