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The right way to buy marketing technology - with Tony Byrne

Live Training | Online Tuesday, June 7

In a world of 8000+ marketing technology solutions, how do you decide what’s the best fit for your particular enterprise?

This live, interactive Master Class will help you identify martech gaps, distinguish effectively among vendors, and adopt a proven, agile-based selection process.

Whether you’re in the market for a particular type of solution or you’re trying to rationalize a stack that’s gotten cluttered with overlapping platforms, Master Class instructor Tony Byrne will give you the insights and tools to make the right decisions.

Together, you'll explore actionable tactics for how to match your unique needs with the right technology marketplaces and vendors, ranging from CDP to DAM and more. Tony will also teach you how to replace outdated, waterfall methods with a modern approach to technology selection.

This Master Class will take place live, online Tuesday, June 7 from 12:00pm - 4:00pm ET. Secure your spot now for just $199.

Here’s a breakdown of what will be covered:

  • Reference models for gap analysis

  • Framework for understanding “the new Omnichannel stack” of the 2020s

  • How to understand martech marketplaces in the context of your architecture and business requirements

  • Pitfalls of traditional “waterfall” approaches to martech selection

  • “Recipe-like” agile methodology for taking a more adaptive, test-based approach

  • Tips and tricks for dealing with vendors

  • How to negotiate the best deals

  • Examples taken from the worlds of CDP, Marketing Automation, and Content Management

After this Master Class, you’ll be able to:

  • Distinguish among features, architectures, cost, and ecosystems to assess how you can underpin your digital strategy with the best-fitting tools for your needs

  • Apply a martech stack reference model to understand how different pieces will fit together

  • Drive an agile, test-based selection process that engages your peers as advocates for the right solution

  • Adopt this methodology for selecting digital agencies and other consulting firms

  • Apply tactics and takeaways from case studies of those who have gone before you, with an emphasis on CDP technology as a concrete example

  • Leverage insights into the major pros and cons of the key martech cloud/suite players (hint: bigger is not always better!)

Who should attend this Master Class?

This Master Class is ideal for anyone who assumes a leadership role in stack decision-making in general, and tech selection in particular. You'll walk away with an actionable, practical methodology for ensuring success in finding the best-fit solution for your enterprise.

  • Enterprise product owners/managers

  • Martech business analysts

  • Enterprise architects and solution architects

  • Martech stack leaders

  • Internal and external solutions consultants

  • Developer leads

  • Martech project managers


Tony Byrne

About Tony Byrne

Tony Byrne is founder of Real Story Group the only exclusively "buy-side" technology analyst firm. Real Story Group works only for enterprise MarTech customers. Tony has a personal passion for helping stack leaders make sound strategic decisions, based on solid research, that will set them up for long-term success.