As marketing technology leaps forward faster than we can figure out how to use the last new tool, many marketing organizations are focusing more on how well their tools can integrate with the systems they already use. Let’s face it—if a new tool can’t easily connect with your existing stack, it quickly becomes more of a boat anchor than a practical solution. In fact, the 2024 Martech Replacement Survey found that 65% of companies swapped out at least one martech solution over the past year. And one of the top reasons? Martech integration issues.

Strangely enough, even though martech keeps getting more complex and using it effectively can be a real challenge, marketing teams are still expanding their toolsets. At the same time, they’re consolidating older systems that just can’t keep up with the need for smooth, seamless martech integration. It’s tough—trying to grow without losing efficiency. If you’re managing a martech stack, you probably know exactly what this feels like.

That’s why taking a step-by-step approach when integrating martech with legacy systems is so important. Start with the essentials—like your CRM and marketing automation platforms—where you’ll see quick wins. Prioritizing these martech integrations helps ensure that your new tools will actually complement what you already have, instead of overwhelming your team. This approach keeps your marketing department flexible and competitive for the long haul.

The Challenge of Legacy System Martech Integration

We’re caught between two opposing forces here. On one side, you’ve got the legacy systems—solid and dependable, sure, but about as flexible as a brick when it comes to adapting to modern technology. These tools were built a while back, and while they still get the job done, they weren’t exactly designed with today’s rapidly changing martech tools in mind. On the other side, there’s a constant flood of innovations—AI, marketing automation platforms, visual workspaces—offering all kinds of new ways to improve how we work. The thorny part? If you don’t integrate these new tools thoughtfully, the old systems can end up holding them back, like trying to run new software on a computer from the ‘90s.

For CMOs and CTOs, this is where the real balancing act begins. They’re under serious pressure to prove that any new tech they invest in delivers quick returns, all while keeping the daily operations running like clockwork. It’s no easy task. The key isn’t to dive in headfirst and try to overhaul everything at once unless you thrive on chaos. Instead, the smart move is to take things step by step. Start by looking for those quick wins—places where new tech can make an immediate difference without disrupting the whole system. From there, you can work on scaling up for the long run, making sure your martech stack point solutions evolve together rather than getting stuck in a tug-of-war between the old and the new.

A Phased Martech Integration Strategy: Start with Core Systems

If your organization is running on legacy systems while trying to introduce new marketing technology (martech), a phased approach is essential. Diving in all at once can create chaos. Instead, take it step by step, starting with the tools that deliver the highest immediate value. This approach avoids unnecessary disruption and keeps operations running smoothly. As demonstrated in the 2024 Martech Replacement Survey, CRM and marketing automation tools are foundational because they directly impact customer engagement, retention, and acquisition. Even modest improvements here can yield significant results.

Focus on CRM and Marketing Automation Platforms First

When it comes to integrating your marketing tools, prioritizing your CRM system is the way to go. Why? Because it becomes your central hub for customer data—the one place where all the information comes together. Once your CRM is connected with key platforms like email marketing tools or digital experience platforms (DXPs), you’ll be in a much better position to deliver personalized experiences that your customers will appreciate. And trust me, getting this right can boost both customer satisfaction and your marketing efficiency by leaps and bounds.

Practical Advice: Start by picking CRM and automation tools that play nicely with what you already have. It’s tempting to go for something flashy, but if it doesn’t integrate easily, you’re looking at a lot of custom development, which can eat up time and budget.

Don’t overlook APIs and connectors, either. They make sure your systems (old and new) can talk to each other without hiccups, keeping your data flowing smoothly.

Here’s an example: say you’re working for a retail company, and you manage to connect your old CRM system with a more modern marketing automation platform. Suddenly, you have a clearer view of what your customers like, and you can automate things like personalized offers or reminders. That simple change can lead to better customer loyalty and—more importantly—higher sales.

Where to start: Begin by mapping out your current systems. Look for the spots where data isn’t flowing smoothly and find tools that will help automate and streamline that process.

Ensure Data Integrity Before Integration

One of the biggest hurdles you’ll face when integrating new marketing technology with legacy systems is dealing with messy data. Trust me, I’ve seen this trip people up more times than I can count. Legacy systems often have data stuck in silos, meaning the information is scattered and inconsistent. Before you dive into any big data integration projects, you need to tackle your data quality head-on. Think of your CRM as the command center for all your customer data. The cleaner and more organized that data is upfront, the fewer headaches you’ll deal with later.

What I’ve learned: Implementing data integration tools can be a lifesaver. These tools gather data from different systems and pull it into your CRM, making sure everything’s consistent and usable. Also, regular audits are key. If you let data get too messy, it becomes unmanageable. I’ve seen companies assign a data steward to keep things on track—someone who makes sure data governance practices are followed. That simple step can prevent a lot of chaos.

A tip: Set up a governance strategy with regular audits to make sure your CRM data stays clean and actionable. It’s tedious but worth it.

Gradually Introduce AI and Advanced Automation

Once you’ve got the basics down—CRM integration and clean data—you can start thinking about the fun stuff like AI and predictive analytics. But don’t jump into the deep end too fast. AI can do incredible things, but only if you’ve laid the groundwork with solid, clean data. Without that, it’s like trying to build a house on quicksand.

Here’s how to ease into it: Start with small, proven AI use cases. Things like predictive lead scoring or customer segmentation are great starting points. These aren’t huge risks and can deliver immediate value. I’ve seen companies make quick gains by using AI to prioritize leads, helping sales teams focus on the ones that are most likely to convert.

When it comes to automation, don’t try to do everything at once. Start with basic workflows—automating simple tasks like sending follow-up emails—and then expand into more complex, multi-channel campaigns once you’ve got the hang of it.

One last thought: Consider running a small pilot project with an AI tool, perhaps for lead scoring or customer support. Gather insights from that, and then tweak your approach before rolling it out on a bigger scale.

Leverage Automation for Greater Efficiency

Once CRM systems are in place, marketing automation can drastically reduce manual effort in areas like customer outreach, campaign management, and content personalization. A phased approach to automation can prevent overloading teams and systems. Start small, such as automating email marketing, then gradually expand to other areas like social media and customer support.

Actionable Step: First, automate basic tasks like triggered email campaigns, then expand to broader multichannel automation.

Overcoming Organizational and Cultural Barriers

Integrating new martech tools into an organization is never just about the technology—it’s about the people who have to use it. If you’ve ever rolled out new software, you know that internal resistance can slow things down, sometimes to a standstill. People don’t always welcome change, especially when it disrupts familiar workflows. To overcome these barriers, you need buy-in from across the company, especially from the teams that will be working with the new tools daily.

How to approach this: One thing that’s often overlooked is the importance of continuous training. When people feel confident using the new tools, resistance starts to fade. I’ve seen projects where the biggest pushback came from teams that simply weren’t comfortable with the new systems. Regular training sessions—ones that truly focus on both marketing and IT teams—can make all the difference.

Another key is strong change management. Rolling out new martech can feel overwhelming for employees, so you need to guide them through it with clear instructions and ongoing support. Think of it as more of a journey than a one-time transition. Being open to questions and offering help when people hit roadblocks can make a huge difference in easing the transition.

Here’s a tip: Start by scheduling workshops with the heads of each department, especially those most affected by the martech integration. Make sure everyone is on the same page and understands not just the “how,” but the “why” behind the martech integration. If people feel they’re part of the process, they’re far more likely to get on board.

Build Cross-Functional Collaboration

Martech integration doesn’t happen in a bubble. It requires marketing, IT, and customer experience teams to work together smoothly. In my experience, when these teams collaborate effectively, the whole process feels more seamless—and you’re much more likely to hit your goals. But this collaboration doesn’t just happen naturally; it needs to be built deliberately. Forming a cross-functional team, with key players from each area, helps ensure that both the technical and business sides of the martech integration are covered.

What’s worked for me: First, invest in collaboration tools that help keep communication flowing. I’ve seen projects stall because marketing and IT weren’t on the same page—literally. Whether it’s Slack, Microsoft Teams, or another platform, having one central space where everyone can communicate in real-time is crucial.

Also, tracking key performance indicators (KPIs) can help you monitor the progress of the martech integration. Set metrics that make sense for your team, whether it’s how long the martech integration takes or how it impacts campaign effectiveness. These numbers can help you course-correct early if things go off track.

A suggestion: Create a cross-functional task force to oversee the entire martech integration process. Make it their job to check in regularly, align everyone’s goals, and make sure nothing falls through the cracks. Consistent, small check-ins are often more effective than big, infrequent meetings.

The Road to Scalable, Long-term Success

In today’s digital world, things move fast, and leaving your martech tools disconnected from the rest of your systems? That’s just not an option anymore. It’s not about having something “extra” to boost efficiency—it’s become a necessity if you want to stay in the game. But let’s be honest, the thought of jumping straight into integrating everything can feel pretty daunting. It’s easy to end up overwhelming your teams and putting a lot of strain on your systems if you try to tackle too much all at once.

That’s why a phased approach works so well. Instead of trying to overhaul everything at once, you can take it one step at a time. Start by focusing on the systems that really matter—your CRM and your marketing automation platforms—those are the ones that give you the biggest bang for your buck right out of the gate. Once those are running smoothly, you can bring in more advanced tools like AI and automation. And the best part? You’re setting yourself up for success down the road without giving everyone involved a massive headache in the process.

When you break it down like this, integrating your martech stack becomes a lot less intimidating. It’s not just about connecting the dots; it’s about turning those connections into real opportunities to improve how you operate and engage with your customers. Plus, with a solid plan in place, you’ll be able to streamline your processes and keep up in a market that’s constantly evolving.

Taking things step by step is the smart way to bridge that gap between your older systems and the new tech you’re bringing in. And when you do it right, you’re not just keeping up—you’re setting the stage for growth and staying ahead of the game.