Gartner Research

Framework for Choosing Digital Marketing Technology

Published: 03 August 2017

ID: G00333618

Analyst(s): Kirsten Newbold-Knipp


Marketing leaders need a framework for evaluating technologies and vendors to maximize the impact on marketing objectives. Follow the three steps outlined in this research to help you define success criteria and get the most from your martech investments.

Table Of Contents
  • Key Challenges



  • Step 1: Ask Why
  • Step 2: Determine Which Design Layer the System Will Occupy
    • Pace Layering Informs Selection Criteria
  • Step 3: Weight Your Selection Criteria
  • What to Do Next

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