Gartner Research

Accelerate Optimizing Your Marketing Technology With These Proof-of-Concept Tests

Summary

Ongoing disruptions from COVID-19 mean marketing operations leaders are adding and removing solutions from their martech ecosystems at an increasing rate. Use defined proof-of-concept processes to rapidly test vendors, scale successes and accelerate ROI for these critical projects.

Published: 16 March 2021

ID: G00719843

Analyst(s): Colin Reid

Table Of Contents

Overview

Strategic Planning Assumption

Introduction

Analysis

Gartner Recommended Reading

Note 1: Before Making Changes, Set Baselines

Note 2: Consider Operational Fixes Instead of a Technology POC

Note 3: Do a Benefit Assessment for Replacing This Technology vs. Other Opportunities

Note 4: Consider Decommissioning POC

Note 5: Consider a POC to Test New Tech Functionality

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