A.J. Zottola and Caitlyn Bingaman published “Tips and Advice for Procuring Martech” in the December 2020 issue of Results magazine, the official publication of the Performance-Driven Marketing Institute (PDMI). The following is an excerpt:
Marketing technology (martech) consists of various tools and solutions that assist with marketing. For many marketers, martech has become essential because of its ability to automate and streamline marketing campaigns. As the landscape for martech expands, so too does the complexity of the issues that arise from trying to implement disparate tools and solutions. However, many of these issues can be mitigated by thoughtful planning during the procurement, implementation, and renewal phases.
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