Surviving and thriving during the next marketing technology implementation: Best practices for modern marketers

Abstract

This paper teaches marketing leaders how to avoid common marketing technology implementation pitfalls and challenges. These best practices will help marketers not only to survive but to thrive; not only to keep their jobs, but potentially to set themselves up for the next promotion. The paper includes a marketing technology vendor evaluation list of essential criteria to ensure proper evaluation during the request for information (RFI) or request for proposal (RFP) process.