Who's Involved in Buying Marketing Technology?
The following is an excerpt from Target Marketing and NAPCO Media Research’s report “The Marketing Technology Buying Process,” sponsored by IBM. The results are based on responses from 315 marketers surveyed in May, 2017. Click here to download the full report.
When it comes to who’s involved in the technology-buying process, you would think that complexity would breed more inclusion. The opposite turned out to be true.
The survey shows that most firms set out with a single person or a single team tasked with defining the technology selection requirements and criteria.
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