New marketing tools launch every week, and the pressure to adopt the next AI platform or automation tool often outpaces any real plan for evaluating it. 

This session gives marketing leaders a practical, repeatable framework for cutting through the noise, built on a four-pillar scorecard, a 90-day pilot protocol, and a lightweight governance model that keeps tool approvals fast and accountable. 

Attendees leave with a scorecard template and a clear process for turning any vendor pitch into a confident decision.

After this session, you’ll be able to: 

• Use a four-pillar scorecard for evaluating any new marketing tool against business goals. 
• Apply a 90-day pilot protocol that replaces guesswork with a clear decision date.
• Implement a governance model that keeps tool approvals fast, accountable, and cross-functional.