Best Practice Report

Marketing Automation Platform Migration: Evaluating Costs And Risks

January 1st, 2018

Summary

Evaluating the viability of a marketing automation platform migration depends on the analysis of all potential costs and risks. In addition to any increase in contract value for the new platform vs. the existing platform, consider the amount of time required to select, implement, and adopt the new platform. Evaluate risks including potential impacts on marketing performance and buyer experience. In this report, we describe four types of costs and risks that must be evaluated, in addition to any increase in contract value for the new platform, when considering a MAP migration.

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