My wife's shopping approach is pretty simple: she sees something she wants and buys it.
And, if one of her friends has it, that's a no-brainer. She needs it, too.
Marketers can't be like my wife when choosing technology. As they stare into the 1,876-vendor abyss, marketers need to do a little homework and always remember their organization's business strategy.
"My advice is to step back and take a fresh view, using tools like @chiefmartec’s landscape," said Scott Vaughan, CMO at Scottsdale, Ariz.-based Integrate. "Good planning always starts with defining business strategy and customer goals and needs. You can then utilize what other tech-driven transformations have used -- create a 'blueprint' by taking inventory of current systems, processes and data flow."