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how to select a marketing automation system that will meet your needs in 2012 and beyond
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Marketing Automation in 2012:
Future-Proof Your Selection
David M. RaabRaab Associates Inc.
Seven Deadly Sinsof Marketing System Selection
1. ignoring users2. lack of purpose3. no requirements4. talk only to leaders5. let the vendor drive 6. focus on functions7. work without experts
State of the Art: Abysmal
• 50% only consider one vendor• 66% rely primarily on internal meetings• 42% use online research• 25% consult with in-house IT• 19% do formal needs assessment & RFP• 25% do pilot deployment
sources: CMO Council, Raab Associates
Readiness for Future: Abysmal
34% of marketing budget is already online
online channels are growing the fastest
81% of marketers find online marketing ‘challenging’
CMOs are unprepared for• 71% data explosion• 68% social media• 65% more channel and device choices
sources: Penton Marketing Services, Google/Ipsos, Bizo, IBM
Why
Why?
Why
Why?new buyer process•do their own research•don’t talk to sales•don’t talk to experts•rely on social media
new marketing needs•new media and channels•new skills are rare•tight marketing budgets•little tech buying expertise
better selection process•requirements definition•vendor search•project management
Requirements Document
• Background• Marketing Process• Existing Systems• Project Objectives• Data Sources• Required Functions• Use Case Scenarios
better selection process•requirements definition•vendor search•project management
future-safe vendor•past innovations•flexible technology•training and support•non-tech education•vertical expertise•financial strength•corporate culture
What Next?
1.Forget the past
2.Remember the
future
3.Change the
present
Today’s Lessons
