Selecting the right MarTech vendor is high-stakes. A wrong choice can lead to wasted budget, poor integrations, and redundant tools that slow down your team. Most vendor evaluations focus only on feature checklists, missing critical factors like total cost of ownership, scalability, and real-world application.


This complete, expert-built evaluation system provides everything you need for structured, data-driven vendor selection, including:


  1. MarTech Vendor Evaluation Scorecard (Excel Workbook) – A repeatable, weighted vendor comparison tool with pre-built scoring models for objective decision-making.
  2. MarTech Use Case Guide (PDF) – 10 key MarTech categories, from CRM to CDPs, each with multiple real-world use cases to align vendor capabilities with business needs.
  3. Evaluation Criteria & Example Answers (PDF) – A guide to what to ask vendors, red flags to watch for, and example vendor evaluations to help you score responses accurately.


Who is this for?

  • Marketing Ops Teams – Standardize vendor selection and prevent redundant tools.
  • Marketing Managers & Senior Leaders – Confidently justify investments with a structured approach.
  • Procurement Teams – Ensure cost-effective, scalable MarTech investments with clear vendor comparisons.


With real-world applications for every major MarTech category, this system gives your team a proven framework to select, compare, and invest wisely—again and again.

MarTech Vendor Evaluation System: Scorecard, Use Cases & Criteria Guide

$49.99

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How to Use the Evaluation System


  1. Review the Use Case Guide – Ensure each vendor meets real-world business needs in your specific MarTech category.
  2. Open the Excel Vendor Scorecard – Enter potential vendors and score them across key criteria.
  3. Use the Evaluation Criteria Guide – Ask the right vendor questions, assess responses, and identify risks before making a decision.
  4. Finalize your selection using the weighted scoring system to justify investment decisions with leadership.
  5. Repeat the process for any future MarTech purchase—this system is built for ongoing use.