An Instructional How To Guide to Marketing Software Vendor Selection

A Customer Relationship Management Special Report

Table of Contents

1. Preface: What's Not Best About Best Practices?
2. The Disciplines of Vendor Selection—Precision, Communication & Management
3. The Practical Approach to Requirements Definition
4. Creating the Final Requirements Document

What's Not Best About Best Practices?

There are a lot of "best practices" guides for Marketing Software selection. Some offer great advice on what to do and why you should do it. Things like:

1. Define requirements
2. Issue and score Request For Proposals (RFP)
3. View and score marketing software demos
4. Ensure technology compatibility
5. Request proposals
6. Check customer references

The biggest thing missing from "How to Guides" for Marketing Software Vendor Selection . . . is the How.
How do you define requirements? How do you specify investment objectives? How do you create the RFP?

That's our intention here.

We've co-opted best practices from a variety of disciplines—thoughtful CRM strategies, complex federal procurement, project management, advanced capabilities of current lead management systems, even sales psychology—to craft an approach to Marketing Software vendor selection that provides specific answers to the all-critical question of How.

Using marketing functions shared by a new cadre of lead management software solutions as well as Marketing Automation within traditional CRM (Customer Relationship Management) systems—such as Lead Distribution as an example — we'll take you, best practice by best practice—through the process of marketing software vendor selection. We'll present a proven methodology that combines the best software selection practices from a range of disciplines, to offer a simple way to ensure that the marketing software solution you do select achieves the results you want.

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The biggest thing missing from "How to Guides" for Marketing Software Selection . . . is the How. How do you define requirements? How do you specify clear objectives? How do you create the RFP? Satisfying the 'How' is our intention here.

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