01 10 KEY THINGS TO CONSIDER A Marketing Platform Selection Supplement IT’S THAT TIME OF YEAR These are the months when many e-commerce and marketing executives set out on quests to upgrade their marketing technology. But we all know colleagues across the industry who have run a “comprehensive” selection process only to have their new “upgrade” vendor turn out to be a lateral move (or, even worse, a downgrade). This is not an ideal approach to achieving your stretch goals, keeping your boss happy, or advancing your career. THE QUESTION IS, WHY? The answer is too many “comprehensive” selections fail to ask the right questions. Almost every selection process is laden with lists of “must-have” features and functionality, questions about scalability, and other boilerplate RFP criteria...

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