Implementing software like a marketing automation platform was usually managed by the IT department. Their expertise in the world of digits caused budget and resources to be at their mercy, because in the end, it would be up to them to watch over technical complexities when integrating tools in the current infrastructure. Application suites were the safest bet at that time, since they offered components that were already “compatible” with each other.
The introduction of SaaS (Software as a Service) was a big relief in that sense, since marketers became much less dependent on IT. Software required no installation or maintenance and all tools became accessible through a web browser and a stable internet connection.
Even better, with Saas you always get the latest version, no updating required. As a result, implementation takes less than a fraction of what was needed before, meaning increased productivity and time to first value. When we started out 20 years ago, SaaS was a revolution, but now, luckily, it has become the standard.