Marketing technology procurement

A marketing technology purchase is ready for approval when the organisation can explain the need, compare proposed offers, understand the commitments and name any condition still open. Product evaluation supplies evidence; procurement turns that evidence into an authorised decision about what the organisation will buy and operate.

Define what is being purchased

Start with a brief naming the business outcome, affected teams, decision owner and latest useful decision date. Check whether an existing arrangement could meet the need. State the work in scope without designing the entire marketing stack.

For each proposal, identify the product and edition, implementation and support services, connected suppliers, buyer responsibilities and material exclusions. If a capability is described as possible, ask whether it is included in the offer, needs configuration or depends on another purchase. The approval should refer to the offer actually proposed, not to a feature shown in a different account.

Bring the evidence together

Use agreed requirements and evaluation findings to identify what each viable offer has established. Keep written claims, demonstrations and bounded proof findings distinct. A demonstration shows behaviour in the account presented; a proof of concept establishes only what its cases and setting covered.

Give suppliers comparable opportunities to address the same business outcome and record material clarifications. For a formal public procurement, follow the rules and evaluation criteria that apply to that process. Other organisations should follow their own purchasing and approval requirements.

Evaluation Criteria for Marketing Technology Offers

Review the commitment

Check the proposed term, charges, implementation work, ongoing administration, support entitlement, information handling and exit route. Ask the relevant commercial, system, privacy and security owners to assess matters within their remit. If a proof of concept would use customer information, settle the permitted data and supplier access before it begins; safe sample data may answer an early question.

Put offers on the same commitment period and identify what is included, usage dependent or supplied by the buyer. Detailed cost modelling and contract review can sit in separate work, but their findings and unresolved conditions must reach the procurement decision.

The Office of the Australian Information Commissioner says the Privacy Act applies to all uses of AI involving personal information. When reviewing a commercially available AI product for a marketing use involving personal information, include that obligation in the approval assessment.

Pros and Cons of Using Commercially Available AI in Marketing

Approve, condition or stop

The decision may be to approve an offer, approve it subject to named conditions, request another bounded check, use an existing route or make no purchase. State why the chosen course meets the need and why material alternatives were set aside. An unmet essential condition cannot be repaired by a high overall score.

Give each open condition an owner, required evidence and point before which it must be resolved. Keep the decision with the final offer and supporting evaluation records so implementation staff can check that the edition, services and responsibilities delivered match what was approved.

Procurement Best Practices in Australia