New Research: How Companies Buy Marketing Technology

Sponsored by IBM, this study looks at the processes and people involved in the marketing technology purchase cycle, from assessing requirements to vetting technology, making a decision and managing vendors. It also asks what processes marketers found valuable, and how they followed up to determine if the purchase was a success.

Marketing executives today are being challenged to incorporate more technology than ever into their technology stacks, and that means developing processes and skills that the CMO just didn’t need before.