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Schedule 2024

Driving Growth Workshop: The Right Way to Select Marketing Technology

Tony Byrne  (Founder, Real Story Group)

Location: Room 32B

Date: Monday, October 21

Time: 10:45 am - 12:15 pm

Pass Type: All Access

Theme: Marketing Analytics

Session Type: Session

Track: Driving Growth

Vault Recording: TBD

Audience Level: Beginner

Do you need to evaluate suitable marketing technology suppliers for your enterprise? Are you looking to modernize, rationalize or optimize your marketing analytics or data science environment? In this workshop, get the inside scoop on how to match your unique needs with the right technology marketplaces and vendors.

Discover how to replace outdated, waterfall methods with a modern approach to technology selection and take away a solid understanding of the major pros and cons of key players. Learn how to apply test-based methodologies that ensure the best, while making sure you get full value from your investment.


  • How to think strategically about gaps and opportunities in your stack
  • How to replace outdated waterfall selection methods with a more modern, agile process
  • How to build and lead the right selection team
  • How to create the right type of actionable, testable requirements
  • How to select the best-fitting solutions
  • How to outwit vendors at the negotiating table