Are You Buying Marketing Tech Too Casually?

For the past couple months, I’ve been working on our research report, “The Marketing Tech Buying Process.” And one thing really surprised me: A lot less formal prep and discussion is going into those purchases than I expected. Are marketers buying their technology too casually?

For the past couple months, I’ve been working a lot on our most recent research report, “The Marketing Tech Buying Process.” And one thing really surprised me: There is less formal prep and cross-departmental discussion going into those purchases than I expected.

Which raises the question: Are marketers buying their technology too casually?

For starters, most technology requirements are set by a single person or team. Only about a third of our respondents have multiple teams or cross-functional teams working on it.

Marketing Technology Buying Process: "Who typically defines the requirements and technology selection criteria?" Then, when we looked at the processes marketers use to prepare for the purchase and to evaluate success after implementation, we found most marketers rely on informal processes.

For example, in preparing for the purchase, only three processes were used by a majority of our respondents, and two of them were budget-focused. When it came to setting functional requirements, the most-used process is informal requirements assessment.

Prior to beginning the research and procurement process for a significant marketing technology investment, what steps do you take?And it was the same in follow-up: The most used process was informal.

Are informal processes really the best way to decide what tech you need and whether or not a purchase was successful?

As marketing technology is becoming more important, and the overall customer experience is becoming a more important marketing KPI, shouldn’t more departments have input on what you need?

After all, these are important purchases. As one respondent said, “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.”

So what do you think? Is your marketing department buying technology too casually? Or is this the best way to do things? Do you worry about having too many cooks in the kitchen when you’re trying to get that marketing tech stack souffle to rise?

Let me know in the comments.

And if you want to see more,  click here to download the complete report.