Gartner Research

How to Manage Marketing Technology Vendor Transitions

Published: 01 August 2018

ID: G00347911

Analyst(s): Benjamin Bloom

Summary

Marketing technology leaders often overlook the complexities of migrating between technology vendors, which can disrupt operations, harm the customer experience and frustrate internal stakeholders. Balance excitement surrounding new vendor selection with risk mitigation strategies to find success.

Table Of Contents
  • Key Challenges

Introduction

Analysis

  • Assess Your Current State Against Your Roadmap to Identify Risks and Migrate Smoothly
    • Data Is King
  • Use Transitions as an Opportunity to Align Vendor Relationships, Internal Communications and Contracts to Your Martech Roadmap
    • Communicate With Your Vendor When It's Not Working and Explore Potential Fixes
    • Insist on a Sanity Check When Exploring Vendor Transitions
    • Optimize Existing and New Marketing Technology Contracts
  • Solidify Plans for Transition by Managing Expectations and Improving Governance
    • Quantify Financial Impact for Executive Sponsors
    • Communicate Change Across the Business
    • Develop Governance to Assist Martech Vendor Transitions

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