How Today's B2B Buyers Approach RFPs and Vendor Selection
What triggers B2B buyers to issue an RFP? Do buyers usually go into the RFP process already favoring a vendor? To find out, researchers surveyed 350 B2B buyers involved in vendor selection.
Why Martech Fails, and What Really Fuels Martech Success Today
Martech — Thu., Jun. 19, 2025Martech has the potential to improve personalization, efficiency and organizational impact, but 1/3 of implementations fail or yield neutral results.
Misalignment, lack of executive engagement, and fear of failure contribute to unsuccessful implementations. Successful teams involve executives in vendor selection and invest in post-implementation training and external consultants.
Organizations can prevent failures and maximize success by setting clear, measurable KPIs, investing in change management and working with experts. Leadership involvement and continuous improvement are also crucial. Treating martech as a business initiative is key for long-term growth and customer engagement.
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Why Martech Fails, and What Really Fuels Martech Success Today
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