Identity is used by customer identity and access management platforms to generate a single, durable picture of customers, spanning various department silos within a firm. These platforms leverage data to develop profiles that enable CMOs to communicate more effectively and efficiently with their consumers. They also provide the chance to launch new revenue-generating initiatives based on this customer data.

Historically, organizations depended on conventional identity and access management solutions, frequently cobbled together from various technologies. This strategy resulted in cumbersome “product suites” that were unnecessarily complicated and riddled with redundancy and compatibility difficulties. These solutions sometimes required years to develop and completely integrate, putting a crimp in potentially revenue-generating programs aimed at streamlining and speeding up sales.

Read more a Security Boulevard Why CMOs should care about CIAM