Companies that search for new digital marketing software by relying on old, rarely rewritten requests for proposals are being held back, because those RFPs are biased toward legacy relationships and don't include the latest marketing-strategy knowledge, according to Chris Bolman, director of growth at content marketing firm Percolate. "[T]he last thing the world's most iconic brands need is to be locked into buying tech based on antiquated requirements and internal politics," he writes.

Full Story:

Related Summaries