The Right Way To Select Marketing Technology


Marketing and customer engagement teams have been at the forefront of adopting more agile methods. However, most organizations still rely on outdated waterfall methods during critical early-stage decision-making on which vendors and tools to adopt.

This fast-paced session will offer a modern alternative to selecting the right tools, emphasizing a team-based, adaptive, hands-on methodology.

Attendees will learn how to:
- justify and craft a more empirical approach to technology selection and decision-making.
- properly test-drive technology in realistic situations.
- avoid key pitfalls in the process and negotiate the best possible deals.


Tony Byrne

Founder, Real Story Group, @tonybyrne


Michelle Robbins
Former SVP Content & Marketing Technology, Third Door Media, @MichelleRobbins

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