After 1000+ implementations of marketing automation and CRM solutions, I thought I’d share the top 5 tips on ‘How to procure a marketing automation and CRM solution’.
1.) Understand: what problem you are solving with each solution. Understand how marketing automation is going to deliver a personalised prospect and customer experience. Understand how CRM is going to allow you to achieve a single customer view with actionable data insights which all you to make business decisions.
2.) Engage: all key stakeholders who touch the prospect and customer experience early in the planning stages. These include internal marketing, sales, service and IT stakeholders as well as external agencies and partners. Trying to procure either a marketing automation or CRM solution within a single business silo i.e. marketing, sales, service or IT without cross functional buy-in and engagement is destined to fail.
3.) Define: the prospect and customer experience vision. Define the corporate and marketing objectives. Define what happens if you do nothing and take no action. Define what success will look like over a given time period i.e. 12 months, 24 months, 36 months.
4.) Review: the current state of your existing prospect and customer lifecycle campaigns. What channels and campaigns are being used at the acquisition, on-boarding, engagement, retention and lapsed lifecycle stages? Are you measuring the customer experience at each lifecycle stage?
5.) Decide: to build or buy. Good quality marketing automation and CRM talent is scarce, so decide if you are going to try and build an internal capability or buy the capability via a services partner or certified agency. Either way, for every $1 you spend on marketing automation & CRM software, you want to be spending at least $3 on either services capability & support from a partner or on internal capability and resources.