Upgrading your marketing technology (martech) stack can be an overwhelming endeavor. After weeks of intense research, evaluation, and discussion, the time has come: you’ve reached an internal consensus and are shortlisting your final martech vendors as you seek your own digital marketing transformation.

As you delve into the tools you’ve selected, now is the time to explore the unique capabilities that each has to offer. To help you, we’ve identified four critical martech-specific lenses through which to evaluate your next potential customer communication solution: Data, Design, Delivery, and Optimization.

While considering new marketing technology can seem daunting, this guide will provide you with the right questions to ask—take the guesswork out of evaluating your martech stack.