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Marketing Technology Strategy (system requirements (Governance (User…
Marketing Technology Strategy
business objectives
common tools simply corporate support and training and process document
Consistency in reporting
data integrity
Tools
Enterprise Tools
Marketo
BrightEdge
Teamwork
Google Ads
Sprinklr
Special use case tools
Screaming Frog
Camtasia
Adobe Creative Suite
Coggle
Homegrown Tools
CRC
Brand Hub
Keyword Analyzer
system requirements
api
sso
Security
Automation
SaaS
Governance
User Access Levels
intelligence & Insights
Costs
Centralized buying to leverage price breaks
perpetual license
monthly licenses
cost factors
per user
per month
other (consumable cost)
Vendor considerations
Stability
Regulatory compliance
Competitive allegiances
Customers (Amazon vs Walmart)
Internal allegiances
IT prefers Microsoft to Google
User Benefits
User Group
Annual Conference
Specialized Training / Certification options
Product Life cycle
Evaluating
Emerging
Core / Stable
Probation
Sunset
Schedule Review