As a marketing leader, you’re faced with a crushing number of marketing technologies to consider: almost 5,000 of them, falling into some 75 categories.
B2B Marketing Academy co-founder Peg Miller has some guidance.
Still, companies often rush into marketing-technology decisions before they understand their current processes or lack of processes.
When you need technology as part of the solution, address process issues and pain points before you move over to new tools.
Get agreement from your executive level – whoever is signing off on this decision – as to how you will measure success of any tool you choose.
Finally, work with your IT team.