What to Do When You Buy the Wrong Marketing Technology: Lessons Learned from a $250K Mistake

As business owners, marketers, or decision-makers, we’ve all been there: we find a shiny new tool, make the investment, and then… the software doesn’t live up to expectations. In fact, sometimes it even makes things worse.

Let me tell you a story from my own career that taught me invaluable lessons about buying the wrong marketing technology—and why I created Recommenda to help others avoid the same mistakes.

A $250K Investment That Didn’t Deliver

Years ago, I was working at a small company of 25 people. We were in need of a new CRM and data management system to keep up with our growing needs. The stakes were high: we needed something scalable, efficient, and capable of handling complex workflows. After extensive research and meetings, I was convinced that Salesforce was the right choice for us. It seemed to have everything we needed, and it was an industry leader.

So, I made my pitch. The company took the plunge and made a $250K investment in the software, including Pardot, Salesforce's marketing automation tool.

I still believe that Salesforce itself was the right tool for us. But here's the catch: Salesforce relies on third-party partners to handle the implementation, and this is where everything went wrong.

We hired an implementation partner, and that’s when the trouble began. For months, they showed us demos that looked great on screen but failed to work in practice. We tested the system ourselves, and it just didn’t come together. I started to feel like I had led the company down the wrong path, and by the time I left for new ventures, we still weren’t live—and the implementation partner had burned through the entire budget without delivering anything of value.

It was one of my biggest career failures, and it still haunts me. But it’s also one of the reasons I created Recommenda: to help others avoid these costly, frustrating pitfalls.

What I Learned from the Experience

If you’ve ever felt stuck with a marketing technology solution that’s not working, you know how frustrating it can be. Here’s what I learned from my experience, and what you can do if you find yourself in a similar situation.

1. Always Negotiate an “Out” in the Contract

One of the most important lessons I learned was the necessity of an escape clause in any long-term contract. If you’re signing up for a commitment of over a year, you must have the ability to exit the agreement if the software or the vendor isn’t meeting your needs.

If a vendor won’t give you this flexibility, they are not the right vendor for you. In fact, if you’re about to sign a deal for a tool that you’re uncertain about, consider having an attorney review the agreement. It's worth the investment to ensure you don’t get stuck with something that doesn’t work.

2. What If You’re Already Stuck?

If you’ve already made the purchase and you’re struggling with a failed implementation or the wrong software, don’t keep throwing money at it if you know it’s not going to work.

One option is to report them. Use social media to share your experience and spread the word. In the digital age, your voice can be powerful, and other companies can benefit from knowing about your experience.

At Recommenda, we’re always eager to hear stories from marketers about how martech companies are treating real customers. Sharing your experience with us can help us make better recommendations and avoid partnering with companies that fail to deliver.

3. Can a Failed Implementation Be Salvaged?

Sometimes, a failed implementation is just the result of poor execution or a misalignment between the vendor and your team. If that's the case, there is hope. Hiring a consultant to help with the implementation can sometimes get things back on track.

But other times, the problem may lie deeper—maybe the tool itself just doesn’t fit with your company’s needs, or it’s not the right technology for your industry. In these cases, it’s crucial to accept the loss and move on. It may sting, but continuing to pour money into a solution that’s not working is only going to make things worse.

4. What If You’re Questioning Your Purchase?

If you’re second-guessing a major marketing tech purchase, take a step back and evaluate your options. Recommenda offers a way to get a reality check. We’ve created a platform where businesses like yours can get honest feedback and see whether the tool you're using made it onto our shortlist of recommended solutions.

Sometimes, just talking through your doubts with a fresh perspective can give you the confidence to make the right decision.

5. Monthly vs. Annual Contracts: What’s Best for You?

When purchasing new marketing technology, there’s often the option of committing to an annual contract or going month-to-month. If possible, go with the month-to-month option initially. While it might be more expensive, it gives you the flexibility to test the software and ensure it’s the right fit before making a long-term commitment.

If you’re already locked into an annual contract, it’s more important than ever to invest the time in onboarding. Many companies provide resources—videos, manuals, support teams—that can help you understand the tool and integrate it into your workflows. Reach out to the company’s support team and ask for help.

If you’re met with resistance, you may need to consider your next steps. You have the power of social media at your disposal, and sometimes raising your voice is the only way to get the help you deserve.

6. What If Your Martech Doesn’t Integrate?

One of the most common issues with marketing technology is when the tool doesn’t play nicely with your existing systems. Integration challenges can be a nightmare, especially if you’ve made a significant investment in multiple platforms.

If you find that your software is causing issues due to poor integration, conduct an assessment. Determine which tool provides the most value to your business and consider replacing the others with better-fitting alternatives. It's better to cut your losses and pivot than to continue struggling with a disjointed tech stack.

7. Legal Recourse: When All Else Fails

If you’ve tried everything and still find yourself stuck with a tool that’s not delivering or an implementation partner that isn’t fulfilling their end of the bargain, you may have legal recourse. Depending on the specifics of your contract and the laws in your jurisdiction, there could be options for breach of contract, fraud, or other legal claims that could help you recover your investment or exit the agreement.

Before pursuing this route, it’s important to consult with a lawyer who specializes in business contracts or technology agreements. They can help you understand your rights and decide whether taking legal action is worth the effort. Remember, legal action can be expensive and time-consuming, so it should be a last resort after all other options have been exhausted.

Don’t Be Afraid to Move On

Buying the wrong marketing technology isn’t the end of the world—it’s a learning opportunity. Whether you’re stuck with a failed implementation, questioning your investment, or dealing with integration nightmares, remember that you always have options.

At Recommenda, we’re here to help you make smarter, more informed decisions about your martech stack. If you’re ever unsure about a purchase, come talk to us. We can help you assess whether your current tool is the best fit or guide you toward a better solution.

And most importantly, don’t be afraid to move on when something isn’t working. Your time, resources, and business deserve better.