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TEN QUESTIONS BEFORE BUYING ANY MARKETING SOFTWARE
Software sprawl starts in the demo. Ten questions that stop it.
One page. Ask them in the demo, write the answers down, keep them for the renewal conversation. The pre-purchase companion to the full stack audit worksheet.
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Ten questions that end short demos
Software sprawl starts in the demo, where everything integrates and nothing has limits. These questions cover data export, real total cost including implementation, who administers it, what happens at renewal, and what the tool does not do. Asked early, they end some conversations quickly, which is the point.
The one people forget: getting out
Ask how you export your data, in what format, and whether that is included or chargeable. Every buying decision is also a leaving decision, and the leaving terms are only negotiable before you sign.
COMMON QUESTIONS
What should I ask before buying marketing software?
Total cost including implementation and training, who administers it internally, how data gets in and out, what it explicitly does not do, and the exit terms. Features demo well and rarely cause the regret.
How do I avoid buying overlapping tools?
[Map what you already have](/resources/martech-stack-audit) before evaluating anything new. Most overlap is bought by someone solving a problem in isolation, unaware an existing tool already covers it badly but adequately.
Should I run a trial or a pilot?
A pilot with real data and a named owner. Trials get explored by whoever is enthusiastic and prove only that the tool is interesting, which is not the thing you need to know.