When you are looking to select a marketing technology that will be the best fit for your business, the most important thing you can do is to set up an apples-to-apples comparison. If you try to conduct an evaluation without a strong apples-to-apples framework in place, you'll end up swimming in too much information.
To that end, let’s develop example framework for evaluating marketing technology providers. The next section lays out the most important categories for evaluation and provides two example questions to ask vendors within each category. You can then download your own copy of the framework in Excel format — complete with all relevant questions — in the “Implementation” section.
If you have more questions about how to evaluate a marketing technology company, please email us and we’ll get right back to you. We’re happy to help you figure out how to make apples-to-apples comparisons and find the best fit for your business’s goals.