The short version

Lou Paskalis predicted on December 1, 2024: ““Enterprise partnerships will evolve beyond simple vendor relationships to deep technological integration across customer engagement technology, experience delivery, data sharing and real-time business intelligence.” “To facilitate this, a "less but better" vendor strategy will be required, emphasizing fewer but more comprehensive partnerships, requiring sophisticated contracting and aligned philosophies on nuanced collaborations around customer…

Prediction by

Lou Paskalis

On December 1, 2024

““Enterprise partnerships will evolve beyond simple vendor relationships to deep technological integration across customer engagement technology, experience delivery, data sharing and real-time business intelligence.” “To facilitate this, a "less but better" vendor strategy will be required, emphasizing fewer but more comprehensive partnerships, requiring sophisticated contracting and aligned philosophies on nuanced collaborations around customer experience philosophies and data security expectations.””

Follow-up

Many enterprises consolidated martech/adtech stacks, rationalizing vendors and deepening integrations among a smaller set of platforms. "Fewer, deeper" partnerships became a common strategic theme in large marketer and agency conversations, consistent with the prediction of evolving enterprise partnerships.

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