Gartner Research

Stratify Your Martech Vendors to Drive Higher Value and Better Performance

Published: 13 June 2019

ID: G00390810

Analyst(s): Colin Reid


Vendor stratification is the first step in managing vendors to drive higher business value. It defines the structure for prioritizing resources to your vendor portfolio. Marketing technology leaders should use this framework to identify vendor relationships critical to marketing performance.

Table Of Contents
  • Key Challenges



  • Step 1: Develop Objective Criteria to Segment Marketing Technology Vendors Based on Business Value, Relationship Impact and Spend
    • Two Components Illuminate the Appropriate Vendor Segmentation
  • Step 2: Define the Level of Vendor Management for Each Segmentation Tier to Improve Costs, Mitigate Risk and Improve Performance
    • Operational
    • Performance
    • Strategic
  • Step 3: Continually Reassess Your Segmentation and Incorporate the Process Into Your Vendor Onboarding

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