"Your martech vendor evaluation process doesn't work anymore-not because it lacks rigor, but because it's rooted in outdated assumptions about the market, the tools and your needs. The martech landscape has exploded beyond what anyone can reasonably evaluate, and every tool in it claims AI capabilities. Your email platform promises AI-powered subject line optimization. Your analytics dashboard offers AI-generated insights. Your CMS features AI workflow automation."
"You can't compare tools with AI versus tools without AI anymore. That comparison doesn't exist. You can only compare different implementations of AI within tools you were already trying to evaluate on dozens of other criteria. The evaluation challenge has multiplied exponentially, and most marketing leaders haven't adjusted their vendor selection process to match. The comparison that vanished Three years ago,"
The martech landscape has expanded dramatically and AI is now embedded across nearly every tool. The ubiquity of AI means mere presence of AI no longer differentiates vendors. Vendor selection must shift from a binary AI checklist to assessing implementation quality, genuine capabilities versus rebranded automation, and measurable outcomes. Evaluation criteria should include model provenance, feature fidelity, integration complexity, data privacy and demonstrable ROI. Procurement processes must compare different AI implementations within existing evaluation frameworks and prioritize supplier evidence of performance and business impact.
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