Tenon Expands Marketing Automation into the ServiceNow AI Platform, Unifying Customer ...

Most CRM consolidation projects don't reduce complexity. They just move it somewhere more expensive.

Tenon just announced it's expanding marketing automation into the ServiceNow AI platform — the pitch being that you can run customer engagement, service, and marketing workflows from one place instead of stitching together three separate tools. On paper, that sounds like progress.

Here's what it actually means: another enterprise vendor is betting that your problem is platform fragmentation, and that the fix is buying more of their ecosystem. That's not always wrong. But if your current setup already has you dependent on IT tickets and consultant hours every time you need to change a workflow, adding more platform surface area rarely helps.

For you — if you're managing a mid-market revenue operation where marketing, sales, and service data still live in different places — the real question isn't which platform to consolidate onto. It's whether the platform you're consolidating onto will let your team make changes when your business changes, without a six-month project and a five-figure invoice attached.

You've been through the "one platform to rule them all" promise before. The problem was never that you didn't have enough tools. It was that none of them were built around how your team actually works.

Consolidation is only an upgrade if the thing you're consolidating onto actually fits.

#CRM #MarketingOperations #RevOps #SalesOps #MidMarket

Original Source

As organizations invest in modern CRM strategies, many are looking to reduce complexity by consolidating customer-facing functions onto a shared ...