In the same way, it is important to have a process for constructing, auditing, and rationalizing your marketing stack, it is important to have a process for adding new products to the stack. Without a well-defined process, you run the risk of wasting time, as multiple departments evaluate the same product, or as one team evaluates and qualifies a product, only to see their purchasing process stalled because another team identifies the need for something similar and wants to have their specific requirements incorporated into the work the initial team is doing.
While each company needs to define a process that aligns with their own business operations, there are some best practices to consider:
“When it comes to Martech we have a detailed process for analyzing each technology. The process includes:
“In addition to the normal product selection activities, our team includes an assessment of the people and processes that will be necessary to extract the value from a new tool or platform. Do we need incremental headcount? Should we outsource the operations of the new tool? Is training necessary to ensure the team can properly use the tool to deliver value? Tools don’t provide value by themselves.” -- Jeff Harvey
Jeff Harvey Director, Marketing Technology, Red Wing Shoe Company