Marketing technology procurement is often seen as a quick transaction rather than a strategic decision, which can lead to costly and ineffective purchases. Businesses of all sizes fall into the trap of buying tools without considering the strategic fit, operational impact, and long-term costs involved, resulting in overlapping platforms, underused licenses, and fragile integrations.
When organisations treat procurement as if they were shopping, they end up with a collection of tools that cater to individual needs rather than supporting a cohesive marketing system. However, the real costs of martech procurement go beyond just license fees and can add up to millions due to implementation, integration, maintenance, training, and underutilised tools.
To avoid these costly mistakes, businesses should focus on the outcomes and operational models they need to address before considering specific tools. Instead of rushing into purchases based on features or FOMO, companies should define success criteria and identify how a tool will improve operations, address data implications, and align with business goals.
Implementing a disciplined pilot approach with clear goals, success metrics, and exit conditions can help businesses evaluate the effectiveness of a tool before committing to a full purchase. Involving multiple functions early on in the procurement process and establishing a standing review committee can prevent expensive problems down the line.
To ensure that martech procurement adds value rather than drag, businesses should assess their current stack, evaluate tool usage, integration challenges, and alignment with operational models. By focusing on strategic procurement practices that prioritise operational needs over individual tools, companies can build a martech stack that drives efficiency and supports business growth.
