RFP season is now upon us. With tight budgets and tough goals, retail marketers are hoping to get more juice from the squeeze. That can be a recipe for disappointment if marketers aren’t adept at the RFP process. Vendors will promise easy onboarding, great results and superior service, but brands need to read between the lines and ask the right questions to find those partners who can really make a big difference.
When in Doubt, Start With a Use Case
When it comes time to make that list of requirements for a new marketing automation tool, data partner or reporting platform, different stakeholders often have different ideas of what matters. Requirements should come from real life use cases that are prioritized based on potential realistic return and solve use cases specific to the industry. While everyone needs a seat at the table, that doesn’t mean that each vision for the new technology is equally valuable. One stakeholder might …