Evaluating Marketing Automation Vendors - Look Past Features and Functionality

Updated: January 26, 2011

Vendor Viability

Beyond the matrix of whistles and bells and the latest functionality, prospective customers MUST also look into the business viability of Marketing Automation vendors and the support they will receive to help ensure ramp up and long term success. Marketing execs don't want to be left holding the bag with a vendor who lot funding and has no road map for updates. Avoid the career limiting move!

Ask Tough and Fair Questions

I believe in asking hard questions. Many times vendors in any space won't or can't answer some of the questions due to confidentiality. But, the way a vendor answers the questions can be very revealing. Do not be reluctant to ask hard questions!

Here are the business viability questions you should ask when evaluating marketing automation platform players.

  1. How long have you been in business?
  2. Do you have any customers? (especially important with all of the new vendors)
  3. What can you share about your product/solution roadmap?
  4. What companies do you actively partner with? (CRM, O/S, B.I. etc.)
  5. How extensive is your solution provider network?
  6. What customer training is provided?
  7. Do you have a Customer Success Manager program?
  8. Have you laid off staff recently? If so, why?
  9. What is your service level agreement for technical support? (Tier 1, 2, 3 troubleshooting procedures)
  10. Do you have references we can talk to?

Featured Research
  • Business Meeting Showdown

    It is no secret that communication and collaboration are at the heart of success and longevity for any business. However, as businesses become more global and more employees work remotely, video conferencing is being increasingly used as an alternative to face-to-face interactions. There are pros to both business travel and video conferencing such as personal connection and ease of use. However, there are cons as well ranging from travel delays to being technologically reliant. more

  • Mobile Communication Showdown

    It's no secret that businesses are becoming agiler and employees are spending more time away from their desks. The question isn't should we get rid of our landlines, but how quickly can we replace them?However, staying connected with your colleagues, clients, and customers is absolutely essential for cultivating long-term, lucrative relationships that will help your company achieve success. more

  • Signs you are Ready for Mobile BI

    With workforces moving more and more mobile on a daily basis, it is essential to ensure that your company is able to arm your employees with the analytics that they need to succeed. 89% of business leaders believe that Big Data will revolutionize business operations in the same way that the internet did. These numbers show the trend towards investing in a BI system. more

  • 15 Ways to Optimize Your Contact Center

    We live in a time where customer experience is seen as an important competitive differentiator. Given this, wouldn't you like to make sure that your contact center is fully optimized to meet your business needs? Deciding to upgrade and optimize your contact center is a big step, and one that shouldn't be done without due diligence and plenty of research. more

  • Stress-Free Video Conferencing

    It should shock no one that video conferencing technology is an amazing tool to connect and engage with business contacts in a more personal and effective way. In fact, only 7% of how we communicate is through words, whereas a whopping 93% is through tone of voice and body language. To further the strength of video conferencing, 99% of professionals feel that by improving communication and collaboration, productivity will be positively impacted. more