The Potential of MarTech Isn’t the Dots—It’s the Connections That Complete the Vision

Summary

Douglas Karr argues that the real power of MarTech lies not in the sheer number of platforms (the "dots") but in the connections that stitch data, events, and identities into coherent customer journeys. He highlights how most digital transformations underinvest in integration layers—pipelines, identity stitching, and event mapping—causing ROI to evaporate, especially as AI amplifies data quality issues. By aligning and maintaining these connections, organizations can turn raw events into meaningful journeys, enable accurate attribution, and unlock the promised benefits of automation and AI.