Four Quadrant this week released its Marketing Automation Buyer’s Checklist for companies seeking to purchase a B2B marketing automation platform, or MAP. The checklist has eight major categories for evaluation and more than 35 subcategories. It lists more than 100 questions buyers should ask to make an informed assessment of MAP vendors’ offerings. The checklist covers expected business outcomes from MAPs, who and what the MAP should support, the integration capabilities the MAP should have, and what APIs the MAP should offer out of the box.
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