Buying and running
What the meter counts, how to run a selection, and what to read before you renew.
7 films · every film with a transcript
- 01
What does a CDP cost? CDP pricing follows a meter, not a price list. 2:04 2:04 - 02
How to run a CDP RFP A CDP RFP runs in five stages: use cases, shortlist, questions, proof and contract. 2:26 2:26 - 03
How to read the CDP Magic Quadrant Gartner's Magic Quadrant for CDPs places vendors on two axes, completeness of vision and execution. 2:26 2:26 - 04
What your vendor's filings tell you before you renew A listed martech vendor's annual report is free and public, and it tells you three things before you renew: whether your renewal falls in its final quarter, so the deadline is the vendor's, not yours; what it spends on selling against building; and that its retention figure isn't measured the same way as anyone else's. 2:22 2:22 - 05
The martech stack you bought twice Most martech stacks pay for the same job more than once. 2:36 2:36 - 06
Martec's Law in two minutes Martec's Law, coined by Scott Brinker in 2013, says technology changes exponentially while organizations change logarithmically, so the two pull apart. 2:00 2:00 - 07
Martech acquisitions in 2026: who is buying what Sixty-eight of the 464 martech tools in the Martech Stack Builder catalogue changed hands between 2023 and October 2026, about one in seven, and deals tripled from 2023 to 2025. 2:30 2:30
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