Industry surveys over multiple decades have repeatedly shown that more than half of technology projects fail to meet their objectives — or just fail outright. My discussions with martech customers suggest their success rates are no better.
There are many reasons for this, but in my experience, most technology problems originate in the critical early stages of an initiative. Once the boat gets headed in a particular direction, it can be hard to steer it back on course.
Choosing the right vendor and technology for your marketing initiatives is one of the most critical decisions you can make in those early stages. The wrong choice won’t necessarily doom a project, but it can make success much more difficult to achieve.
In the end, selecting technology better means selecting better-fitting technology. Here’s a look at 10 steps for doing just that. Read More.