Marketing Technology Procurement and Implementation Resources | ANA

Marketing Technology Procurement and Implementation Resources

Technology is an essential driver of modern marketing capabilities, powering business transformation and growth. Recognizing this, the ANA has made martech a strategic priority, helping our members master building and scaling effective stacks. The landscape is vast and continually evolving, with more than 15,000 solutions available worldwide and global spending on software and platforms projected to exceed $215 billion by 2027.

As this ecosystem expands, so does the complexity of implementing and integrating often disparate solutions. To help marketers navigate these challenges, the ANA has partnered with Venable LLP, our data and technology law firm, to create a suite of legal and procurement documents. These resources streamline evaluation and negotiation, helping marketers secure greater value from their investments, drive growth, and eliminate waste.

  • User Story Planning Guide (PDF): A practical framework to help teams translate marketing needs into clear requirements that strengthen RFPs and vendor evaluations. This guide helps you capture the details needed to develop effective user stories.
  • Martech Procurement Checklist (PDF): A step-by-step guide for procuring and managing martech that also highlights issues and resolution strategies you should consider.
  • Martech Best Practices and Tips (PDF): A compilation of key insights and common pitfalls.
  • Sample Service Level Agreement, Annotated (PDF): Provides an advertiser or client with a set of legal terms and conditions to address common client or customer concerns. This service level agreement (SLA) works as an amendment of or addendum to an existing or provider-side master services agreement (MSA) and includes annotated notes drawing attention to details typically addressed in the MSA.
  • Sample Master Service Agreement, Annotated (PDF): A sample contract with focused terms for the procurement of martech services, including online solutions and applications. This annotated version includes clauses and provisions from the SLA, along with other terms and conditions commonly found in an agreement for use by clients or customers when procuring professional services or software-as-a-service offerings.
  • Sample Master Service Agreement, Clean (PDF): A sample contract with focused terms for the procurement of martech services, including online solutions and applications.
  • ANA Martech Glossary (PDF): A collection of terminology compiled from industry-leading data, martech, and advertising technology companies and trade organizations.