Published: 11 May 2023
Conventional RFPs are no longer conclusive selection tools. Marketing operations leaders must build a martech story, carefully evaluate vendors and, when possible, test martech in a production environment via a competitive POC for effective investment choices.
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While the average martech roadmap extends more than 15 months into the future, they are often updated at a rate faster than RFPs can be completed. This results in RFP responses that reflect a prior state of the martech stack.
Although marketing budgets have slightly shrunk, martech spend has remained one of the largest expenditures. Marketing operations leadersare under pressure to demonstrate the ROI of existing systems while winning support for future investments.
Typical RFP processes are flawed because they prioritize tactical features and functions over outcomes and performance. This creates a disconnect between marketing leaders and vendors during
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