Organizations that fully integrate their event technology maximize the value of event data to better measure and benchmark event performance, optimize execution, and deliver more personalized attendee experiences. This is a snapshot of Forrester’s data on integrated event technology.

Figure 5 Platform And Integration Services: Unify The Lifecycle With A Cohesive Digital Thread A fully optimized engineering and manufacturing value chain depends on a seamless flow of data from design to operations and service. IT service providers are uniquely positioned to architect and implement this connective tissue by integrating foundational enterprise platforms via APIs, middleware, and other integration technologies (see Figure 6).

The most resilient architectures are designed to integrate with evolving CRM environments, sales technologies, AI platforms, customer success applications, and data ecosystems. Evaluate a vendor’s ability to participate in a broader revenue intelligence fabric instead of trying to replace every adjacent technology investment.

They should integrate maintenance workflows as well as engineering change and variant management approval processes in order to publish revised content to applications that consume it (see Figure 5). Companies like Emerson use data integration technologies like OSIsoft to do this. Evaluate go-to-market timing to deliver high-quality product experience content.

SAP SAP’s Integration Suite is the iPaaS component of its Business Technology Platform. It is popular with organizations that have heavily invested in SAP’s applications. Strategy. SAP’s vision for Integration Suite is to be a pillar in the Business Technology Platform, enabling customers to consume SAP’s business applications and industry-specific solutions. Consumption-based pricing is transparent on its website.

Prioritize integration capabilities. Customer references for Forrester Wave™ evaluations across martech categories regularly cite data and technology integration as critical buying considerations. Forrester’s Marketing Survey, 2025, shows that integrating or rationalizing martech investments and delivering a consistent CX across channels and touchpoints are among the top 10 B2C marketing challenges.

Alation Atlassian Capgemini Cognizant General Dynamics Information Technology LTM Microsoft Monte Carlo NETSCOUT Salesforce SnapLogic Tredence

Test technology integration. Technology integration is a critical success factor for any digital workplace initiative. During the pilot phase, validate that new tools work seamlessly with existing systems, including identity management, content repositories, and communication platforms. Test for interoperability across devices, operating systems, and network environments to enable a consistent experience.

Figure 4 Scale API Governance And Delivery With The Right Operating Model The operating model for API programs should sit within a broader integration operating model encompassing iPaaS, event brokers, and other integration tools so that you address integration technology holistically, not just as APIs in a silo. Although this is often centralized in its early stages, centralized governance and delivery rapidly become a bottleneck.

Technology and data gaps limit seamless integration. Technology and data challenges are significant hurdles for European B2B marketing organizations, with 25% of European B2B marketing decision-makers indicating that difficulty integrating genAI within their existing infrastructure and 24% identifying data infrastructure as challenges to genAI adoption. Additionally, 22% report insufficient technical skills as limiting effective genAI implementation.