Marketing Automation Vendor Evaluation Matrix by demandmetric

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									                                                                                                     Marketing Automation Vendor Evaluation

Instructions
Use this vendor evaluation matrix to compare potential Marketing Automation solutions. For each parameter, rank vendors based on their ability to deliver on your
requirements. As every company has different requirements, feel free to change the decision making criterion to address your needs.

1. In the "Vendor Evaluation" tab, rate each vendor based on your requirements (1-Does Not Support, 2-Meets Requirement, 3-Ideal Solution)


2. View the "Scorecard" tab to see how the scores translate into a vendor fit rating (% of total requirements that are ideal solutions).


3. Use the data to negotiate with vendors and support your purchasing recommendations and decisions.
                                                                                              Marketing Automation Vendor Evaluation

Business Requirements                                                          Necessity        Vendor 1     Vendor 2      Vendor 3

General & Technical Requirements
Secure Web Access for Remote Users                                             Must Have           1            1             3
Easy & Intuitive User Interface                                                Nice to Have        2            1             3
No I/T Staff Required for Set-up or Maintenance                                Must Have           1            3             3
Free Trial is Available to Test-Drive System                                   Must Have           1            2             1
Microsoft Outlook Email Integration                                            Must Have           1            1             1
Microsoft Excel Import/Export                                                  Must Have           1            3             2
Bi-directional CRM System Integration (Salesforce.com, etc)                    Must Have           1            1             2
Email/Web Analytics Application Integration (Google Analytics, etc)            Must Have           1            2             2
Paid Search Application Integration (Google AdWords, etc)                      Must Have           1            1             3
Marketing Campaign ROI (search, direct mail, PPC, cold-calling,
tradeshow)
                                                                               Must Have           1            2             3
Closed-Loop Reporting - all sales can be traced back to original lead
source
                                                                               Must Have           2            3             3
Daily Visitor Activity Reports - automatically sent to sales/marketing users   Must Have           1            3             3
Lead Management - leads can be pulled back from CRM system if not
active
                                                                               Must Have           1            3             3
General & Technical Requirements Total (39)                                                        15           26            32

Marketing Automation Requirements
Email Marketing - easy-to-use, robust WYSIWYG HTML editor                      Must Have           1            2             3
Email Marketing - dynamic insertion of variables & tracked URLs                Must Have           2            1             3
Email Marketing - lists can be imported, updated, and segmented                Must Have           3            1             2
Email Marketing - automatic de-duplication of contact records              Nice to Have   3   1   3
Email Marketing - email campaign scheduling & automation                   Nice to Have   2   1   3
Web Analytics - individual user behavior tracking (micro-analytics)        Nice to Have   1   1   3
Web Analytics - identification of anonymous companies (WHOIS)              Nice to Have   2   1   3
Web Analytics - captures prospects data for incomplete forms               Nice to Have   3   1   3
Web Analytics - tracks entry/exit pages & referral source                  Must Have      3   1   3
Web Analytics - identifies search terms used to find your website          Must Have      2   1   3
Automation - autoresponder emails sent upon form conversion                Must Have      2   1   3
Automation - leads are scored based on profile & activity history          Must Have      3   1   3
Automation - leads routed based on lead assignment rules                   Nice to Have   3   1   3
Automation - prospects can be added to drip marketing campaigns            Nice to Have   1   1   3
Automation - dynamic marketing campaigns based on if/then logic or
behavior
                                                                           Nice to Have   3   1   3
Event Management - automation of pre and post event marketing activities   Nice to Have   1   1   3
Event Management - registration handling                                   Nice to Have   3   1   3
Event Management - integration with third party webinar platforms
(Webex…)
                                                                           Must Have      3   1   3
Event Management - waitlisting and event size management                   Must Have      3   1   3
Survey Management - ability to create and manage multiple survey types     Must Have      2   1   3
Survey Management - reporting and analytics                                Must Have      2   1   3
Integrated Channels - SMS - supports personalized text messaging           Nice to Have   1   1   3
Integrated Channels - RSS - supports creation and management of RSS        Nice to Have   2   1   3
Integrated Channels - Digital Direct Mail - create and send personalized
mail
                                                                           Nice to Have   3   1   3
Integrated Channels - Fax - supports individual and batch fax campaigns    Nice to Have   1   1   3
Integrated Channels - VoiceMail - send personalized individual or batch    Nice to Have   2   2   2
Integrated Channels - Text-To-Voice - computer generated voice from
script
                                                                            Nice to Have   2    2    3
Integrated Channels - Call Center - integration w/ Telemarketing/Inside
Sales
                                                                            Must Have      3    1    2
Lead Scoring - score behavioral data                                        Must Have      2    1    3
Lead Scoring - score explicit data                                          Must Have      1    1    3
Lead Scoring - support company level lead scores                            Must Have      2    1    3
Landing Pages & Forms - customizable fields                                 Nice to Have   1    2    3
Landing Pages & Forms - invalid/free email address blocker                  Nice to Have   3    2    3
Langing Pages & Forms - form handler for existing web forms                 Nice to Have   3    1    3
Landing Pages & Forms - form handling logic for variable processing         Nice to Have   3    1    3
Landing Pages & Forms - dynamic content substitution based on rules         Nice to Have   3    3    3
Landing Pages & Forms - personal URLs, landing pages, or hypersite          Must Have      2    1    3
Campaign Management - integrate multiple channels on one platform           Must Have      1    1    3
Campaign Management - report and analyze budget and campaign
response
                                                                            Must Have      3    1    3
Chat - support proactive and reactive chat integrated with website          Must Have      2    2    3
Data Management - Deduplication, Validation, Append                         Must Have      3    2    3
Data Management - Enrichment - integration with D&B, GroupOne, others       Must Have      2    2    2
Marketing Automation Requirements Total (126)                                              93   52   122

Sales Requirements
Prospect Activity Alerts - sent to sales users based on automation rules    Must Have      2    2    2
Ability to View User Activities within CRM System interface (page views,
etc)
                                                                            Must Have      1    3    3
Activity History - form submissions, email opens, web visits, downloads,
etc
                                                                            Must Have      2    1    2
Prospects can be sorted based on lead score, recent activity, company,
etc
                                                                            Nice to Have   3    1    2
Lead Qualification - leads only transferred when they reach minimum score   Nice to Have   2    3    3
Re-Assignment - leads can be re-assigned to new sales representative           Must Have      1     2     3
Profiling - sales users can update prospect profile to automate lead scoring   Must Have      2     3     3
Last Activity - sales users can view & sort prospects based on last activity   Must Have      1     2     3
Do Not Call/Unsubscribe - prospects can be added to Do Not Contact lists       Must Have      2     2     3
Sales Requirements Total (27)                                                                 16    19    24

Service and Training Requirements
Implementation: Ability to self-deploy                                         Must Have      1     2     3
Implementation: Quick Time To Value: < 30 Days to Launch First
Campaign
                                                                               Must Have      2     2     2
Training: Online Self-Guided Tutorials                                         Must Have      3     3     1
Training: Online Training Available                                            Must Have      2     1     3
Training: Public Training Classes                                              Must Have      2     1     3
Training: Customized Training                                                  Must Have      2     1     3
Knowledge Transfer: Best Practices and Industry Guidance                       Must Have      3     1     3
Knowledge Transfer: User Groups                                                Nice to Have   2     3     3
Knowledge Transfer: User Communities / Social Networks                         Nice to Have   2     2     2
Partner Network for added domain expertise/specific knowledge                  Nice to Have   1     1     3
Account Management - Dedicated account manager                                 Nice to Have   1     1     3
Account Management - Customer Success Planning and KPI Management              Nice to Have   1     2     3
Customer Support - FAQ Database                                                Nice to Have   3     1     3
Customer Support - Live Chat                                                   Nice to Have   2     2     3
Customer Support - Phone Service - minimum 20 x 5                              Must Have      2     2     2
Service and Training Requirements Total (45)                                                  29    25    40

Total for All Requirements (237)                                                              153   122   218
Business Requirements         Vendor 1   Vendor 2   Vendor 3               Vendor Fit Diamond

                                                                               General &
General & Technical            38%        67%        82%                       Technical             Vendor 1
                                                                             100%
                                                                                                     Vendor 2
                                                                              80%
                                                                                                     Vendor 3
Marketing Automation           74%        41%        97%                      60%

                                                                              40%

                                                                              20%

Sales                          59%        70%        89%       Service &
                                                                               0%
                                                                                                 Marketing
                                                                Training                        Automation



Service & Training             64%        56%        89%


Vendor Rating (out of 100%)    59%        58%        89%                        Sales
ice to Have        2                 2                      3
Customer Support - Phone Service - minimum 20 x 5                                Hard Requirement      2                 2                      2
Service and Training Requirements Total (45)                                                           29                32                    32


Total for All Requirements (237)                                                                      166               169                    204
                                                                                              Marketing Automation Vendor Evaluation Matrix


DO NOT ENTER VALUES INTO THIS SPREADSHEET                                                                                      SCORECARD

Use this Scorecard to identify the best marketing automation vendor for your needs.

                                                                                      Vendor 1           Vendor 2           Vendor 3

   General & Technical Requirements Total (39)                                           28                  26                 32


   Marketing Automation Requirements Total (126)                                         93                  91                 116
                                                                                ==

   Sales Requirements Total (27)                                                         16                  20                 24
                                                                                 `

   Service and Training Requirements Total (45)                                          29                  32                 32



   Marketing Automation Vendor Score (Total 237)                                        166                 169                 204

								
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