The modern MarTech stack covers a diverse array of technologies, including CDP and CRM data platforms, video/web/app/email personalization applications, and advanced data analytics services.

Selecting a platform that aligns with business needs, organizational context, and IT architecture requires a systematic approach to break the pattern of implementing isolated solutions.

A strategic sourcing approach quantifies your business requirements, establishes guiding principles, and identifies critical business capabilities. It creates the foundation to shortlist relevant platforms/vendors and drives the procurement process from evaluation and selection of the preferred platform/vendor, review and negotiation of terms and conditions, finalization of procurement, to preparation for onboarding.