"Technology has made it easier to move faster, especially with the surge of AI-powered tools promising near-magical results. But choosing the right solution for a specific task or campaign - particularly a marketing automation platform - has never been more complicated. There are thousands of tools on the market, many offering overlapping capabilities and similar feature sets. On the surface, most appear powerful and well equipped. Look closer, and problems quickly emerge - many of which have little to do with the technology itself."
"An overemphasis on platform capabilities often removes two equally critical elements from the decision - people and process. Before evaluating features or vendors, there is a more fundamental question to answer: where and how should the process begin? Start with requirements, not features The selection process should begin with a clear set of requirements. The marketer leading the evaluation must answer a series of difficult but necessary questions:"
Rapid advances in technology and AI have increased speed but also made marketing automation platform selection more complex. Thousands of tools offer overlapping capabilities and similar features, yet many problems stem from factors beyond technology. Overemphasis on platform capabilities can overlook critical elements: people and process. Selection must begin with documented requirements answering specific questions about actions to automate, data types, workflow changes, cross-department effects, legal obligations, and technical dependencies. Only after requirements are clear should platform evaluation proceed; integration decisions and practical constraints determine real automation outcomes.
Read at MarTech
Unable to calculate read time
Collection
[
|
...
]