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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