Most teams are not objective when selecting marketing tech. Here we'll talk about why that is, some of the common biases to be aware of, and how you can be more objective in selecting a new tool for your marketing technology stack.
Objective Vendor Selection is an important skill. Most of us are biased about almost everything in life, which is something to be conscious of when moving role to role, company to company, or system to system.
Objective Selection Criteria allows you to consider the choice to build or buy a tool while limiting bias through a variety of features, capabilities, considerations, and priorities.
The goal of Objective selection criteria and a common framework like the one provided in the course is to limit the role of bias.