Marketing Technology Stack Management:
What's the Best Way to Evaluate New MarTech Vendors?
Buy outcomes, not demos. This playbook shows how to define requirements, run a structured evaluation, score evidence, and negotiate with leverage so your choice integrates, scales, and pays back.
The best evaluations start with a problem statement and measurable success criteria, shortlist 3–5 vendors against a weighted scorecard, and require evidence in your sandbox (not just slides). Score fit, integration, security, usability, roadmap, TCO, and time-to-value. Run a pilot, validate results, then negotiate terms tied to outcomes.
Non-Negotiables Before You See a Demo
Vendor Evaluation Matrix (What “Good” Looks Like)
Use this to score each vendor 1–5. Weight by importance to your business.
| Criterion | What Good Looks Like | How to Verify | Red Flags | Evidence to Collect |
|---|---|---|---|---|
| Core Fit | Solves the stated problem with native features; minimal workarounds | Scripted use-case in sandbox with your data | Custom services required for basics | Pilot results vs. success criteria |
| Integrations | Certified connectors to CRM/MAP/CDP/DW; event-level sync | Live data flow test; failure logs and retries | CSV “bridges”, manual refreshes | ERD, API rate limits, webhook docs |
| Security & Privacy | SOC2/ISO, SSO/SCIM, RBAC, field-level controls, DPA | Security questionnaire; review audit reports | No third-party audits; unclear subprocessors | Reports, SIG, data map, retention policy |
| Usability & Adoption | Intuitive UX, role-based workflows, admin guardrails | Hands-on trial with end users; time-to-task | Heavy training to do simple tasks | Task time study, user NPS/CSAT |
| Roadmap & Viability | Transparent roadmap; enterprise references in your tier | Roadmap briefing; customer calls | Pivoting product; churny references | Roadmap, release notes, SLA history |
| TCO & Terms | Predictable pricing; named entitlements; exit & data portability | Model 3-year TCO incl. services/admin | Opaque overages; auto-renew traps | Order form, MSA, rate card, SOW |
| Time to Value | Go-live ≤ 60–90 days; value milestones by week | Implementation plan & RACI; pilot timeline | Indefinite “phase 2” for key value | Project plan, enablement assets |
Your 7-Step Vendor Evaluation Playbook
Make decisions fast, fair, and defensible—without risking your stack.
Steps 1–3: Frame & Shortlist
- Problem & KPIs — Define business outcomes and 3–5 measurable success criteria.
- Requirements — Must-haves vs. nice-to-haves; integration map; security baseline.
- Shortlist — 3–5 vendors max; eliminate poor fit early with a 10-question RFI.
Steps 4–5: Evidence & Scoring
- Scripted demos & sandbox pilot — Run your use-cases with your data; time each task.
- Weighted scorecard — Apply weights (e.g., Fit 25%, Integrations 20%, Security 15%, Usability 15%, Roadmap 10%, TCO 10%, TTV 5%). Document rationale.
Steps 6–7: References & Terms
- Reference calls — Ask for wins, misses, support quality, actual time to value, and renewal intent.
- Negotiate outcomes — Tie ramp fees to milestones; include data export rights, named SLAs, and price protections.
Snapshot: Choosing a Journey Orchestration Tool
A B2B team ran a 4-week pilot with two vendors using identical scripts. The winner cut build time 46%, synced events to CRM in <5 minutes, and passed security on first review. A milestone-based contract reduced first-year risk by 18%.
Map evaluations to RM6™ capabilities and The Loop™ so purchases ladder directly to revenue and retention.
Vendor Evaluation: FAQs
Concise answers you can paste into PRDs and QBR decks.
Run a Best-Practice MarTech Evaluation
We’ll help script use-cases, run pilots, score vendors, and land outcome-based terms—so your purchase pays back fast.
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