Best Practice Report

Preparing For Marketing Automation: Vendor Selection

January 1st, 2018


There are five pillars in the foundation of marketing automation: Project management, project communication, process definition, technology requirements, and vendor selection. Determine the key marketing automation platform (MAP) functionalities that will drive the most value for your organization. Build the decision model before meeting with potential MAP vendors, but apply it only after meeting these vendors.

Establishing a strong foundation is the first step to marketing automation platform (MAP) success. Forrester sees vendor selection as the last pillar out of a five-pillar foundation which also includes project management, project communication, process definition, and project technology requirements. In this report, which concludes our series on preparing for marketing automation, we share a process for more thoughtful vendor evaluation and selection.

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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.