The Art of Choosing a New MarTech Tool | School of Marketing | ANA

The Art of Choosing a New MarTech Tool

This course on "The Art of Choosing a New MarTech Tool" is designed to guide you through the process of selecting the right MarTech solutions for your organization in a clear and structured way. The course is divided into four lessons, each focusing on a key part of the selection process. You'll start by understanding how to identify your needs and map them to the right types of MarTech tools. Next, you'll learn how to put together a thorough Request for Proposal (RFP) that clearly communicates these needs to potential vendors. From there, the course will show you how to effectively manage the vendor selection process and finally, how to negotiate contracts that are favorable to your organization. Each lesson is filled with practical tips and easy-to-replicate strategies to help you make informed decisions. This course aims to make the complex process of choosing a MarTech tool more manageable and less daunting, helping you to confidently enhance your organization's marketing capabilities. Join us to learn how to navigate this important decision with ease.

Learning Experience

This is a multimedia format course and is fully interactive. It provides real-world practitioner-led learning. Active course participation is required and includes knowledge checks, user engagement, assessments, and resources/tools.

Who is this Course For?

    • Marketing practitioners
    • Technologists and developers
    • Brand strategists

Learning Objectives

  1. Understand the critical steps involved in the vendor selection process
  2. Appreciate the strategic significance of conducting an RFP process to select a new MarTech tool
  3. Cultivate the ability to consistently align MarTech solutions with overarching business goals and objectives through user story and use case documentation
  4. Learn the essentials of creating a Request for Proposal that clearly communicates your needs
  5. Develop proficiency in effectively evaluating vendor demonstrations and platform sandboxes
  6. Recognize the post-decision phase as a critical component of vendor selection, emphasizing the importance of transparent communication internally and externally
  7. Master the techniques for negotiating terms that secure the best outcomes for your organization

Find out what you'll learn from Transparent Partners in the video below.


Estimated Length of Completion

Approximately 68 minutes. This timing reflects basic run time, but seat time varies by user and could be significantly longer.

Download the full benefits here

Note that this course is part of a more comprehensive 9-course MarTech Foundational Certificate Program to be launched in the next few months. Individual courses may be launched as they are developed and may be available out of sequence.

Registration Pricing

Client-Side Tier Platinum Tier Gold Tier Silver Tier Nonmember
Registration Client-Side Tier $0 Platinum Tier $0 Gold Tier $29 Silver Tier $49 Nonmember $59


Transparent Partners

Transparent Partners is an independent consulting firm dedicated to helping brands create value through world-class marketing. Our results are achieved through a relentless commitment to, and deep expertise in, marketing technology, marketing and consumer data, and marketing operations.

Our services and expertise span the entire range of MarTech, including assessments, architectural design, selection, implementation, and operationalization. Our commitment is to ensure clients see a positive return on their investment in marketing technologies.

In marketing and consumer data, our proficiency extends to comprehensive assessments, strategic planning, architectural design, and sophisticated measurement & analytics, facilitating informed and data-centric marketing choices.

Additionally, our knowledge in marketing operations ensures clients can effectively execute their strategies, enhancing value creation across all dimensions of their marketing activities.