The ANA today unveiled a suite of contract templates and reference documents designed to help marketers evaluate and purchase marketing technology, drive growth, and substantially reduce waste and redundancies.
“As growth in martech has advanced, so have the complexities that arise from the implementation and integration of many disparate solutions,” stated ANA CEO Bob Liodice. “A sizeable portion of poor outcomes are related to flawed procurement decision-making and an incomplete martech procurement approach.”
Liodice said the ANA’s goal is to help marketers “master their tech stack.” He noted that marketing technology spending has grown to more than $120 billion while the universe of tech vendors now stands at more than 8,000 companies.
The document suite was created by the ANA in concert with the ANA’s data and technology partner, Venable LLP, and includes:
The document rollout will include a communications plan that includes webinars, committee discussions, and the opportunity for ANA members to work with Venable on navigating the contract template.
“It’s vital that we build awareness for what is essentially a ‘technology standard’ for procurement and related decision-making,” said ANA Group EVP Bill Tucker, who spearheaded the initiative for the trade group.