Technology Buying for Marketers: How to Pick the Right Vendors
Bert DuMars, VP & Principal Analyst, Forrester Research
Michael Greene, Director of Research, AudienceScience
As marketing goes increasingly digital, marketers are tasked with buying more marketing technology than ever before. But for many marketers today, vetting, selecting and onboarding new technologies can be a complicated, time-consuming, costly process – and one that doesn’t always end with ideal results. Still, there’s a better way for marketers to approach buying technology. By using enterprise best practices honed over decades by colleagues in IT and procurement, marketers can create a better, quicker, and more cost-effective buying process.
In this webinar, Bert DuMars, VP & Principal Analyst at Forrester Research, and Michael Greene, Director of Research at AudienceScience, will discuss how marketers can adopt a better technology buying process. Key points will include:
- Why marketers need to engage IT early in the technology buying process and what risks come from delaying IT involvement.
- What role finance, procurement and other enterprise stakeholders can best play in the buying process and how marketers can make the most of their expertise.
- How to best gather business and technology requirements and how to craft an effective RFP template.