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1. 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

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

3. 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

4. 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

5. 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