We are currently scaling our B2B team and hitting a massive wall with our current setup. Up until now, we have relied on an all in one CRM platform to handle our CRM, email campaigns, landing pages and basic form tracking. On paper, having everything in one place sounded like the dream. In reality as our marketing campaigns have gotten more complex, the native marketing features inside our CRM feel clunky and limited. The landing page builder is frustratingly rigid, attribution reporting is a black box and advanced email workflows require awkward workarounds. We are considering moving toward a modern marketing stack by decoupling our marketing execution tools (using dedicated best of breed software for email, landing pages, and analytics) and feeding all that enriched data back into a core CRM. For those who switched from an all-in-one CRM to a modular modern marketing stack, was the extra flexibility worth the technical overhead?

Our marketing tech stack has grown significantly over the last two years. We are running separate platforms for user behavioral analytics, outbound email sequences, form enrichment and webinar hosting. all attempting to sync back into our primary CRM. The main issue we are facing is data inconsistency and duplicate records. A lead fills out a form with one email address, gets enriched via a third-party tool, attends a webinar under an alternate email address and suddenly we have three different contact records in our CRM with fragmented engagement history. Our sales reps are complaining that lead scoring is unreliable because activity data lives in different tool silos or takes hours to sync over. For those running a modern marketing stack alongside a central CRM, how are you handling identity resolution and deduplication?