Provides a framework of 12 parameters to evaluate Martech. Outlines features, user experience, security, flexibility, product roadmap, interoperability, ecosystem, set-up costs, license costs, maintenance costs, contracts, SLAs and Cultural Fit

1. Framework for Evaluating Martech

2. Cultural Fit
Contracts &
SLAs
Maintenance
Costs
Framework for Selecting Martech
User
Experience
Security
Interoperability
Product
Roadmap
Ecosystem
Set-up Costs
License Costs
Flexibility
2
9 10 11 12
4
3
5
8 7 6
Features
1

3. Framework for Selecting Martech
Will Martech impact
processes or
interactions?
How intuitive is the
user interface?
Will data be safe with
the Martech?
Will it open
vulnerabilities for
disruption,
misdirection or
damage to other
tech?
Can the Martech be
adapted as business
needs evolve?
Are requirements and
use cases mapped
out?
To what extent do
features meet
requirements?
security
user experience
features flexibility

4. Framework for Selecting Martech
Does Martech
company have a solid
strategic product
roadmap?
Does the Martech
company have a
history of product
innovation and
investing in product?
Does Martech vendor
have a robust
network of partners
and integrators?
Does Martech
company have
established user
groups?
What is the cost to
design, configure and
roll-out Martech
solution?
How much of
functionality is out-of-
the-box vs.
configuration vs.
customization?
How does Martech
integrate with other
tech being used?
Does the Martech
take an API first
approach?
ecosystem
product roadmap
interoperability set-up costs

5. Framework for Selecting Martech
How much will it cost
to support the
Martech over time?
Are there incremental
charges storage,
backups?
What is contracting
process with Martech
company?
Will SLAs align with
and support other
Martech applications?
Is the Martech
company a cultural fit
with our firm?
Will the Martech
support and fit in
within our cultural
norms?
How will we fund the
initiative?
What will our
deployment model
look like?
Type of licenses?
contracts & SLAs
maintenance costs
license costs cultural fit

6. Leveraging the Framework
Steps 1-5 of the Framework:
Launch a disciplined RFP and demo process
• All stakeholders should participate (marketing, IT,
purchasing and sales)
• Include requirements with ability to select out-of-the-
configuration, customization, future and not planned
• Set-up scoring to include requirements coverage
the box, negative scores, percentage of high
requirements out-of-the-box
• Script demos to insure use cases are met and all
companies provide the same demo
Steps 6,7 & 12 of the Framework:
• These require in-depth conversations with the
prospective Martech company
• Verification from references, analysts, partners and
integrators
Steps 8,9,10 & 11 of the Framework:
• Licensing costs will depend on deployment option
(single-tenant, multi-tenant, virtual private cloud or
on-prem)
• Set-up costs will be a function of integrator
selected and the number of requirements not met
out-of-the-box
• Maintenance costs may contain enhanced support,
storage, or other costs driven by deployment
option
• All Martech should have a standard set of SLAs to
ensure that applications are not impacting each
other

7. Leveraging the Framework
Final Martech company evaluation
Develop a scorecard for each potential Martech
company
• Assign a priority to all 12 Martech framework
- High – 3 points
- Medium - 2 points
- Low – 1 point
• How well does the Martech company satisfy each
framework parameter
- Assign a percentage of 0-100%
• Multiply priority score X percentage for each
parameter
• Calculate final score
Martech company selection
• All the information necessary to make a
Martech selection is now available

8. Eric Siano is the managing director of Blue
Leopard LLC. In his role, he helps firms navigate
the complexities of the digital landscape and
transform their marketing, sales and digital
capabilities, processes and technologies.
You can reach Eric at:
www.blueleopardllc.com
An MSDC certified Minority
Business Enterprise
eric.siano@blue-leopard-llc.com
Insight Transformation Results
Schedule a virtual coffee at:
https://calendly.com/eric-
siano/meeting