Gartner Research

Formalize Marketing Technology Sourcing, Procurement and Vendor Management to Ensure Business Value

Published: 03 May 2019

ID: G00388290

Analyst(s): Colin Reid


“Sourcing,” “procurement” and “vendor management” are often used interchangeably, leading to confusion regarding each discipline’s authority. Marketing technology leaders can use this framework to ensure comprehensive coverage and maximize the contribution of marketing technology vendors.

Table Of Contents
  • Key Challenges



  • Develop a Clear and Coordinated Vendor Sourcing Strategy
  • Define Your Martech Procurement Strategy
  • Leverage a Structured Vendor Management Program to Maximize Vendor Relationships and Outcomes

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