Most brands replace their martech tools within five years, seeking better features, integration, and ROI. However, the process of selecting the right platform is flawed, leading to rushed decisions and potential regret. The traditional RFP process, while necessary, often causes lengthy evaluations that can diminish initial confidence in the chosen tools. This article highlights the common pitfalls in RFP processes and advocates for a more strategic approach to define business needs and establish lasting partnerships rather than focusing solely on software capabilities.
Most brands replace their martech tools within five years, chasing better features, integration, and ROI, but the process of selecting the right platform is crucial.
The traditional RFP process is necessary but flawed, often leading to lengthy evaluations and rushed decisions, culminating in regrets at the renewal stage.
After months of evaluations, brands may feel confident in their choice, but that confidence fades quickly during deployment, highlighting the flaws in the RFP approach.
A clear RFP questionnaire with functional and non-functional requirements can aid in selecting a martech platform, but defining non-negotiables is also essential.
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