Decision Tool

The Forrester B2C Marketing Technology Vendor Selection Tool

January 30th, 2024
Rusty Warner, VP, Principal Analyst
Rusty Warner VP, Principal Analyst
Melissa Bongarzone, Researcher
Melissa Bongarzone Researcher
With contributors:
Martin Gill , Jana Gül , Georgia Caplice , Demi Starks

Summary

B2C marketing executives can use the Forrester B2C Marketing Technology Vendor Selection Tool to apply a disciplined planning and execution process when acting on a decision to purchase new technology. It’ll help them gather business and technology requirements, conduct an initial vendor assessment, define functionality requirements, evaluate vendor proposals, and document customer reference interviews. They can then view the results of the vendor scoring based on the model they define for vendor evaluation.

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