API's and the evolution of tech oriented to "Marketing"

June 18, 2021


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![enter image description here](https://cms.rootstack.comhttps://cms.rootstack.com/sites/default/files/blog/img/85eee652-3239-41a2-b361-4184f57e8ca6.png) In leading companies, marketing teams need to constantly innovate to achieve business goals that are becoming increasingly ambitious over time. The marketing teams work hand in hand with technology teams to create different web and mobile solutions that achieve these individual objectives. Rarely do we get the most out of the sum of all these solutions mainly because there is no way for them to communicate between them. ![enter image description here](https://cms.rootstack.comhttps://cms.rootstack.com/sites/default/files/blog/img/captura_de_pantalla_2016-11-25_a_las_9.31.01_a.m.png) Getting the marketing team to understand the importance and the greater impact that can be achieved by communicating the applications that have been developed, is a critical fact in order of being one step ahead of the competition. It is clear that achieving fluid communications through APIs, leads to a cultural and organizational change that translates into higher costs and longer software development times, but it means that the business can become more agile and effective, so that the objectives can be achieved and the Company can save costs in the medium and long term, making it an example for other companies. If you want to read more about how organizations have achieved these changes and therefore success, you can read these case studies from one of Rootstack's partner company: https://www.mulesoft.com/case-studies ![enter image description here](https://cms.rootstack.comhttps://cms.rootstack.com/sites/default/files/blog/img/captura_de_pantalla_2016-11-25_a_las_9.36.47_a.m.png)