In twenty years as an industry analyst evaluating martech vendor platforms, I’ve witnessed hundreds of enterprises try to make good technology purchase decisions. All too often they get it wrong.
You can’t blame those decision-makers. Marketers in particular face intense time pressures and can’t readily find good templates for doing this right. Stress around making a poor choice sometimes leads to ill-advised short-cuts or paralyzing over-analysis.
The wrong way
Here’s a short list of some of the wrong approaches we see regularly from our perch at Real Story Group:
