How Marketers Buy Tech
Marketing executives are challenged to assemble complicated — yet capable — marketing technology stacks like never before. What practices are they using to make sure those stacks come together without toppling over?
To find out, Target Marketing and NAPCO Media Research surveyed hundreds of marketers about their purchasing processes. The report, sponsored by IBM, sheds light on who makes the decisions, what vetting processes are most valuable and how they manage their vendors.
“I cannot afford to buy a lemon. My job depends on it. I cannot afford to buy it twice or lose time that I need.”
Here are a few insights on who’s doing the buying and how they establish requirements. For more, download the full report here.