subject: How To Evaluate A Marketing Automation Platform [print this page] It is very important to know the ways on how to evaluate a marketing automation platform. This will help you in the long run and have positive gains.
Top 5 ways to consider when evaluating marketing automation platform.
1. Business Objectives: Make sure you have a clear business objective in your mind and share it with your team. The business objective should not be temporary or just for today- but for the next 24 months. What are your main goals? Is resource and budget planning important? how many channels do you plan to use? Do you want to drive more leads? These are some of the important questions you can think off while deciding on your business objective.
Many vendors opt for and have flexible contracts, but when you are seriously involved into a platform, it does become hard to switch.
2. Cost: Marketing organizations are familiar with buying services but not familiar with buying technology. This change, will be a new venture for many and your budget will decide what you can implement. According to your needs, you can get the right vendor at the right price. When you think about the coast- make sure you evaluate start up coasts such as deployment, training, implementation, integration and system migration. Other ongoing costs include customer support, training, and additional modules. Try and consider all of these variables in your budgetary process.
3. Vendor Rating: Some of the vendors are financially secure and have hundreds of customers in their stable. On the other hand some vendors are new, exciting and unproven. Here your risk taking capacity will play a major role in your decision. Have a look at the vendors support network, do they have affiliates and partners who can help you out with best practices and value-added services? Research well before making your purchase decision.
4. Usability: Marketers are always on the move, so we need systems which can support the way we work and not support the software we work on. Make sure you try it out and see whether you can use it in your daily work routine.
5. Results: The main objective which is more important are the financial results and the KPI's you choose to evaluate. The main purpose of the Marketing Automation System is to help you acquire a better lead, higher transaction price, shorter sales cycle and finally an increased opportunity to close rate. If your vendor have a hard time demonstrating value then the chances are you will face the same situation. So decide carefully.
