iPaaS will be the Abstraction Layer for Customer Experience

Marketing acts like a giant pendulum.

What worked a year ago may not work today. What’s working today may no longer work a year from now. In the era of SaaS and digital products, opportunities get saturated, best practices become overused, everything suddenly becomes highly measurable, more predictable, and over optimized. Things that we relied on become less effective over time and its efficiency fades out.

Everything in marketing is doomed by this rule. Continue reading