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Prioritizing Vendor Selection

Once you've decided to build or buy a marketing capability, you'll need to work with your vendors or internal stakeholders to prioritize. In this lesson, we talk about the importance of prioritization and how it requires sensible give and take.

  • It's important to build analytics with the “end state” in mind. This is the reason why new startups are often advised to investigate CDPs sooner rather than later.
  • You should build your analytics or transport layer first because (almost) all MarTech tools depend on event instrumentation.
  • Next, it's important to consider the use cases that are being solved and build in the corresponding and appropriate order.

Slides for this lesson embedded below.

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Up next

Getting the Most Out of Your Vendors

Vendors are not there to annoy you. In fact, they can be incredible champions and companions on your journey to master marketing tech. Here we'll talk about how to get the most out of your relationships with 3rd party vendors, and how to create a balanced relationship that enforces the results you want.

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