Try as one might, there’s no way to get around the fact that implementing and managing technology to create a positive digital experience for customers is a task that’s not going away. In fact, as Tech Stacks continue to grow and evolve I would maintain platform selection is becoming a critical part of success for today’s B2B manufacturer and distributor—all  the more reason to get it right.

I thought about this recently when seeing a promotion from an agency. ‘Which technology is right for you?’ or so the campaign went. It’s a common campaign for agencies, usually leading to a landing page of some kind comparing platforms or some other fodder. The goal, of course, is to meet potential prospects at a most critical time: When they’re trying to figure out what to buy. And, while this is great lead-gen for agencies, many of them charge for this selection process.

So, my advice for those who may be seeking advice on what digital platform to purchase: Don’t ever hire an agency to lead your tech selection process.

It may sound like I have an axe to grind with agencies. Not at all. I’ve spent the better part of a decade working for and with some fantastic agencies. I love the agency business. But if you’re looking for assistance in making a major digital purchase, here are a few reasons not to engage

Not in it for your Tech Selection Project

So, you’re interested in adding, upgrading or replacing technology and you’re curious, ‘what platform should we be on?’ Simple enough.

And hiring an agency may seem like the logical thing to do, as they deal with the technology every day. But, even if they charge for the engagement, you can be sure they’re not interested in the short game. Agencies are looking for a project and eCommerce is the sweet spot for many of them, due to the overall integration, customization and long-term maintenance.

Agencies ONLY ‘Know what they Know’

Another thing to realize about agencies is that they often have true expertise on only a few platforms. Notice I said ‘expertise’ and not ‘knowledge’. While some agencies have a broad offering when it comes to platforms (more on this in a sec), most (especially in the B2B space) are more selective.

This may make them experts on the limited platforms they know, but it doesn’t provide you any expertise on finding the right platform for you—especially if the right tool is outside the agency’s bailiwick.

Agencies are only Efficient on a FEW Platforms

What many don’t know (and should) about agencies is the true time investment required to become REALLY GOOD at any particular platform. This is B2B eCommerce. It’s extremely complex. The software is complex, the systems are complex, the customer experience is complex.

That time investment involves training and also involves significant time for developers, business analysts and architects to truly become comfortable with a platform. And where do they get that time? You guessed it, client projects like yours.

What’s this got to do with Technology Selection? Well, in the agency business, efficiency equals profit. And, regardless of how many platforms are managed, the agency is likely only efficient on the few they know well.

So, asking about the right platform for your project may be a bit like asking a parent about the best players on the team: You’re not likely to get an entirely unbiased answer.

Conclusion

I’m a big fan of agencies and the agency business. One of my favorite jobs was helping to grow an agency here in Milwaukee.

But it’s a tough business. True success is hard-earned through being expert not only in being expert in business requirements and project management—but, more importantly, a solid time investment in any platform. And expecting any agency to be expert enough to recommend a platform they don’t know well would be challenging to say the least.

To me, perhaps the most important trait for anyone guiding your company through Technology Selection is objectivity. And, in the end, agencies struggle with this objectivity…which is why I wouldn’t EVER recommend hiring one for yours.