For each business requirement that a CRM system can be configured or customized to address, there’s often a decision as to whether the requirement should be delivered tactically or as part of a broader CRM strategy.
In our opinion, a CRM strategy should be developed before a CRM subscription even begins. Once the subscription has begun, there should be an ongoing commitment to a strategic approach to decisions as to what functionality to deliver to users. (more…)
Marketing automation is a red-hot technology that holds great promise for many organizations.
But what Peter Dicken first wrote several decades ago in his book Global Shift continues to hold true today:
… technology in, and of, itself does not cause particular kinds of change. It is, essentially, an enabling or facilitating agent.
Yet marketing automation continues to be deployed at organizations at which there’s a general perception that this type of technology in and of itself will cause change and produce results. (more…)
With many industry vendors, marketing automation cost spans a wide range. Of course, the cost of the software is only one component.
First, there’s an upfront investment in developing a marketing automation strategy. Second, many, but not all vendors have an additional mandatory fee for what is variously called onboarding, Kickstart or implementation. Third, once a marketing automation system is in place, there are ongoing costs to execute on the strategy.
This post will focus on the top 10 vendors according to G2 Crowd’s G2 Score as of the date of this blog post. (more…)
Is it possible to accurately measure marketing automation vendor market share using 100% publicly available information? Before I answer, let me provide a quick overview of tracking code.
All marketing automation vendors provide some form of tracking code. This code is added to a website, much the way Google Analytics tracking code is added to a website.
Tracking code is used to provide a variety of insights. A key insight is that marketers and salespeople can view detailed website activity for each converted visitor. A salesperson, for example, can base a conversation on what content a Lead viewed. (more…)
It’s no longer enough for marketers to think only in terms of a marketing automation system — marketers should be thinking about an entire marketing technology stack.
In 2011, Mark Andreessen famously said, “software is eating the world”. If this is the case, software has been particularly hungry in the marketing technology world. (more…)