Mallory Willsea sits down with higher education strategist and former RHB president Sam Waterson to unpack a critical—but often overlooked—dimension of enrollment marketing and ed tech partnerships: evaluating the company behind the product. Rather than focusing solely on demos and deliverables, the conversation challenges higher ed leaders to examine corporate strategy, ownership structure, and business incentives before signing contracts. As budget season intensifies, this episode offers a timely lens into how institutional leaders can make smarter, more strategic vendor decisions. From private equity pressures to product roadmap promises, this discussion reframes how campuses should approach partnerships in an evolving ed tech landscape.