MarketingSherpa published a great case study yesterday about a software company’s decision-making process when selecting a marketing automation vendor.
You can follow along with the steps they took and at the end of the article you can see the results of their efforts – 341% reduction in unqualified leads over 2011, deliverability increased from 81% to 99.6%, and more.
You start by mapping your business’ unique processes beginning with your sales funnel. Some helpful pointers;
1) Definitions – Consistent definitions used by the whole company eliminates confusion; (click here for some generally used)
2) Metrics – It is essential to have measurement criteria to benchmark your plan. If current metrics aren’t known or feel inadequate then research those used in your market or by those of companies you look up to.
3) Know what your buyers are doing – Understanding what your buyers are doing can give you a real advantage and enable the creation of relevant and appropriate content. You will be able to provide content they need in order to take the next step towards the sale.
Together with your defined process and plan you can then begin to evaluate systems on the basis of how well they will support YOUR business processes rather than making your business fit some pre-loaded processes of a software developer.