Top 10 tips for sourcing marketing technology

Just about this time last year, I outlined a fairly personal set of 6 crucial marketing automation system requirements that it was particularly important to us were incorporated into the system we were about to deploy. Business 2 Business Marketing magazine’s online companion site has just published an alternative take on marketing technology requirements which I thought complimented mine. Rather broader in scope, point four “Pilot your technology” particularly resonated with me, given its message of testing and phased roll-out, rather than taking an all-or-nothing approach (see “Testing, testing, testing” for my thoughts in this area.)

After the problems we’ve been experiencing this year, having rushed into production with key elements untested, this sentiment is particularly pertinent. Don’t let yourself think “I’m sure it’ll be alright” – if it can go wrong, it probably will!

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