Why 2026 Is the Year to Re-Consider the Marketing Automation Platform RFP

By WTD

Most teams are still working from marketing automation platform decisions they made five to ten years ago. A lot has changed since then, especially around data and AI. You don’t always need to rip and replace. Sometimes the smartest move is getting more out of what you already have. Other times, it’s adding the right next-gen capabilities alongside your current stack. Either way, the real question is whether your operating model, data reality, and partner commitments can actually support what you’re trying to do now. Our team wrote a perspective on why considering a formal platform RFP should be on the table for 2026. We’ve run dozens of Marketing Automation Platform RFPs, helping brands push through workarounds and status quo to get specific about what they need, and which partner will best deliver, whether that means working with the incumbent or widening the field. Take a look at some thinking.

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