<b>How to actually evaluate a martech vendor</b>

<b>How to actually evaluate a martech vendor</b>
Demos are theater. These reads are the homework you do before the call.

— <b>1. The "build vs buy vs API" decision tree</b> — when a 200-dollar tool beats a custom internal one, and the maintenance cost you forget. Source: First Round Review.
— <b>2. Reading a SOC 2 report for real</b> — which sections matter when the tool touches PII. Source: Vanta blog.
— <b>3. Data egress and lock-in clauses</b> — the contract lines that decide whether you can ever leave. Source: a16z.
— <b>4. Scott Brinker's martech rationalization</b> — auditing redundant tools before you buy a 41st. Source: chiefmartec.com.

Skip if you're a team of one with three tools. Essential before any annual contract.

That's the stack for this week. Forward to a teammate.