When Gartner predicted in 2012 that by 2017, CMOs would spend more money than CIOs on technology, it felt like a longshot. Fast-forward five years and Gartner’s prediction is now poised to become a reality.

There’s no denying it — technology is transforming the marketing world as we know it. With the ability to measure nearly every interaction an individual has with our products, services, and brands, marketing technology helps us better understand our customers, make hyper-informed decisions based on data, and create new, personalized experiences.

You might be thinking, “Wait, that sounds like a good thing!”

It is. But it’s also making things a lot more complicated.

With so many products and services to sift through, it can be hard to pinpoint the best solution. And when you factor in that an astonishing 56% of organizations report underutilizing their marketing technology, the stakes are high. On one hand, if you’re too conservative with your technology investments you risk falling behind the competition. On the other hand, frivolously spending your budget on shiny marketing tools that won’t be used is a giant waste of time, money, and resources.

When purchasing a new solution to add to your stack, it’s important to think about the big picture. What problem will this technology solve? What does success look like? Which product reviews should you trust? And the list goes on.

There’s no one-size-fits-all martech strategy. But there is a correct way to approach the situation. To find the best product or service to fulfill your company’s overall goals, use our Marketing Technology Purchasing Checklist, which covers everything from researching products to what to watch for during the sales process.

The Marketing Technology Purchasing Checklist

Marketing technology success isn’t easy. With so many platforms available to help you grow your business and strengthen your customer experience, there’s no excuse to lack a marketing technology strategy to complement your marketing efforts. Whether you’re just starting to invest in martech or need a new solution to integrate into an already complex stack, our guide is a handy resource to reference throughout the entire buying process of marketing technology.

LOOKING TO DIVE DEEPER INTO THE MARTECH WORLD? CHECK OUT OUR MARKETING TECHNOLOGY PURCHASING GUIDE.