A few key reasons why companies are leaving SFMC...
1) Lack of innovation. Quarterly releases (SFMC) or monthly releases (Braze)? Acquired tech that still doesn't integrate well or have the same underlying data structure. Lack of native integrations to data warehouses (a company recently told use they had to purchase Hightouch for the sole purpose of getting data from Snowflake to SFMC).
2) Data Cloud being pushed hard. We were recently involved in an evaluation where SFMC was requiring Data Cloud as part of the licensing. SFMC + Data Cloud ended up being more then 3x the cost of Braze and the implementation costs were 3x as well.
3) Random fees / upsells. Another recent evaluation saw an existing SFMC customer being handed a bill for 25% of their annual licensing to "upgrade" to Marketing Cloud Shield to encrypt their data at rest. Braze encrypts at rest as part of their platform--not an additional fee.
We know it's difficult to switch. Historical knowledge, legacy integrations, etc. But think long & hard about the platform you expect to drive innovation, growth & consistency for the next 3 - 5 years.
This post was originally shared by Bobby Tichy on Linkedin.