MARKETING AUTOMATION SOLUTION STUDY INSIGHTS

MARKETING
AUTOMATION
Solution Study
Insights, Landscape & Vendor Analysis

24
Table of Contents
1 03
2 05
3 07
4 09
5 14
6 17
7 22
Executive Summary
What is Marketing Automation?
Benefits of Marketing Automation
The Marketing Automation Solutions Landscape
Marketing Automation Deployment Lifecycle
Vendor Selection Criteria
Analyst Bottom Line
Action Plan
Our Solution Study Methodology
About Demand Metric
35
36
MARKETING AUTOMATION
Solution Study

MARKETING AUTOMATION SOLUTION STUDY:
Executive Summary
INSIGHTS, LANDSCAPE & VENDOR ANALYSIS

4MARKETING AUTOMATION SOLUTION STUDY: INSIGHTS, LANDSCAPE & VENDOR ANALYSISEXECUTIVE SUMMARY
If your organization is considering Marketing
Automation software, currently implementing
a Marketing Automation system or providing
a Marketing Automation-related product or
service, this report will provide you with
fresh insights on the landscape, technology,
strategies and vendor solutions.
This Solution Study covers:
Effective Sales Enablement is a multi-stage process. In our Sales Enable-
ment Solution Study Series, we examine each functional area of Sales
Enablement from initial marketing and sales alignment to the final deal
close and revenue capture.
In this report, we focus on the second of the two foundation technolo-
gies of Sales Enablement – Marketing Automation.
The insights and analysis presented in this report are given to provide
marketers with a baseline understanding of the Marketing Automation
landscape.
Marketing Automation
Deployment Lifecycle
Executive Summary
Action Plan
The Marketing Automation
Solutions Landscape

5MARKETING AUTOMATION SOLUTION STUDY: INSIGHTS, LANDSCAPE & VENDOR ANALYSISTHE EVOLUTION OF SHOPPER MARKETING
MARKETING AUTOMATION SOLUTION STUDY: INSIGHTS, LANDSCAPE & VENDOR ANALYSIS

6MARKETING AUTOMATION SOLUTION STUDY: INSIGHTS, LANDSCAPE & VENDOR ANALYSISWHAT IS MARKETING AUTOMATION?
Demand Metric defines Marketing Automation (MA) as:
These strategies and activities include: Email Marketing, Multi-channel
Campaign Management, Inbound/Search Marketing, Landing Pages,
Lead Generation, Lead Management, Lead Scoring, Lead Nurturing,
Social Marketing, Marketing Resource Management, Event Management,
Engagement Marketing and Marketing Analytics.
The four foundationial functions of marketing automation systems are –
email marketing, campaign management, lead management and reporting
and analysis.
While the most advanced and sophisticated marketing automation systems
have extending capabilities far beyond this base, these functions are core
to a Marketing Automation system.
Foundational
Features
of MA Systems
Campaign
Management
Lead
Management
Reporting
and Analysis
Email
Marketing
The strategies, processes and software
technology that enable marketing
departments to automate, measure and
improve the performance of marketing
strategies, activities and workflows.

Benefits of

8MARKETING AUTOMATION SOLUTION STUDY: INSIGHTS, LANDSCAPE & VENDOR ANALYSISBENEFITS OF MARKETING AUTOMATION
Here we explore the fundamental features/benefits of a typical Marketing
Automation solution. We will explore the advanced and emerging features
and benefits, such as engagement marketing and channel marketing automa-
tion, in the Marketing Automation Solutions Landscape section of this report.
Implementing a Marketing Automation system offers the following major
benefits to the marketing organization:
Alignment occurs when sales and marketing can agree on the definition
of a qualified lead, systems are integrated to provide visibility into activ-
ities and results and the loop is closed between the lead source and
revenue generated.
Across multiple channels for email, web, mobile, events, and social
media. The use of a multi-channel approach can drastically reduce
acquisition costs for new prospects and opportunities.
When deployed properly, Marketing Automation solutions increase
credibility by providing a system of record that tracks and measures
marketing activities and business results for the marketing organization.
Aligns Sales & Marketing
Develops Multi-Channel Marketing Campaigns
Improves Accountability & Credibility
For lead generation, qualification, scoring, nurturing and tracking and
provide higher quality, more closeable leads to sales in:
When key marketing processes are automated, fewer resources are
required to manage new opportunities.
Revenue analytics on prospect behaviors and campaign ROI provide
marketers with the insight needed to optimize spending on the most
profitable marketing programs.
Improves Lead Lifecycle Management
Manages Marketing Resources
Measures and Improves Revenue Performance
Lead to Closed Sale Conversion %
Quality of Leads Passed to Sales
% of Leads Accepted by Sales
Quantity of Leads Generated
Total Marketing Revenue Contribution
Higher Revenue Per Sale
Additionally, the marketing organization can reduce expenditures and
more effectively manage marketing resources to deliver:
Download and complete Demand Metric’s Marketing Automation Maturity Assessment to evaluate the effectiveness of
your Marketing Automation system. This assessment will enable your organization to identify any weaknesses in your system in
order to optimize the benefits it brings to your organization.

The Marketing Automation
Solutions Landscape

10MARKETING AUTOMATION SOLUTION STUDY: INSIGHTS, LANDSCAPE & VENDOR ANALYSISTHE MARKETING AUTOMATION SOLUTIONS LANDSCAPE
THE MARKETING AUTOMATION SOLUTIONS LANDSCAPE
As with the CRM space, the MA Landscape has matured rapidly in the last
five years. Solutions that began to automate basic marketing tasks have
evolved into lead lifecycle management systems and total customer
engagement systems. They have grown from offering marketing
support to driving revenue performance management supported by
analytics that measure ROI throughout the customer lifecycle.
Initial MA systems, which appeared in the late 1990s (Silverpop, Mind-
Matrix, Aprimo and Eloqua), focused on three core areas – email
marketing, campaign management and lead management with differing
levels of integration between functions and to existing CRM systems.
A second wave of players emerged in the mid-2000s (Marketo, Pardot,
SalesFUSION and RightOn) providing tighter integration among
marketing functions and support for inbound marketing campaigns,
website traffic and site management. Functions, such as content, asset,
workflow and project management, also appeared in these systems.
Like the CRM space, the MA Solutions Landscape is three-tiered:
Enterprise, Mid-Market and Small Business. The Enterprise leaders are
Aprimo, Oracle-Eloqua, Marketo, Salesforce.com-Pardot, Adobe-Neo-
lane and Act-On. The Mid-Market leaders are Marketo, Act-On, Sales-
Fusion, MindMatrix, Hubspot and Silverpop. Small Business leaders
are InfusionSoft and LeadLife. Since 2010, the MA landscape has been
characterized by four key trends:
Market Consolidation - Major acquisitions occurring in the last
three years include: Aprimo by Teradata (2010), Neolane by
Adobe (2012), LeadFormix by CallidusCloud (2012), Eloqua by
Oracle (2012), Pardot by Exact Target (2012) & Exact Target by
Salesforce (2013) and Loopfuse by SalesFusion (January 2014).
Integration with CRM and a larger role in Sales Enablement -
Tighter integration with CRM systems gives MA systems richer
data for customer profiles to extend lead nurturing, management
& scoring. Additionally, contact data can be integrated creating a
single identity for a prospect/customer across all marketing and
sales channels.
History Key Trends
The Marketing Automation Solutions Landscape

11MARKETING AUTOMATION SOLUTION STUDY: INSIGHTS, LANDSCAPE & VENDOR ANALYSIS
Personalization - Customer profiling has matured from capturing
activity to tracking behaviors by both known and anonymous
website visitors, which can be linked to social profiles and provide
the capability for real-time responses to website visits, landing
page activity or campaign interaction.
Performance Measurement - Analytics have matured from website
activity and traffic reports to provide detailed measurements of
multi-channel campaign performance. Revenue analytics track pros-
pects over time, providing reports on buying cycles and marketing
effectiveness.
Across the Marketing Automation Landscape, solutions fall into four
tiers based on the features and functionality of their offerings:
Basic - Lead, Campaign & Management, Email Marketing
Standard - Landing Pages/Web Forms/Surveys, Web Analytics/
Visitor Tracking, Multi-channel Campaign Management, Analytics/
SEO, Campaign Measurement & Reporting, Lead Capture &
Scoring, CRM Integration
Comprehensive - Social Media/Mobile Marketing, Online Adver-
tising & Paid Search, Project/Process/Workflow Management,
Channel/Partner Marketing, Website Management, Asset Manage-
ment, Content Management
Cutting-Edge - Webinar/Event Management, Personalized/Local-
ized Multi-channel Engagement, Marketing Performance Tracking,
Behavior Tracking, Revenue Analytics
Playing Field

The Marketing Automation landscape has evolved dramatically from its core
roots in batch-and-blast email marketing and campaign management to
create a customer-centric experience from the first visit or campaign touch.
Demand Metric expects this trend to continue as marketers use
Marketing Automation systems to own the engagement throughout the
customer lifecycle. New functions will enable an increasingly responsive,
uniquely personalized and social experience with deeper insights into the
customer experience. Key changes in the MA Landscape will include:
Evolution of the Landscape
Review Demand Metric’s Marketing Automation Vendors Matrix to evaluate the key vendors in the MA space based
on the following categories: target industries, key offerings, features/functions, unique strengths and current customers. This
matrix will help you understand which vendors might work best for your organization.
360° Personalized Multi-Channel Engagement with the capability to
engage the prospect simultaneously across all channels, including
increased use of SMS text campaigns.
Universal Behavior Tracking offers the ability to deliver real-time,
cross-channel, behavior-driven communications that are uniquely
relevant to each contact in the marketer’s database.
Predictive Analytics provide the ability to use online activity and
behavior to trigger offers, improve targeting and enhance segmenta-
tion analysis. We’ve just begun. Future systems will anticipate visitor
choices and behaviors and “pre-present” offers and options before
the visitor is actually looking for them.

A decade ago, there was a very clear distinction between Customer Rela-
tionship Management and emerging Marketing Automation systems.
CRM systems focused on account and contact management. Lead
management was focused on pipeline management of a qualified lead
from initial contact to close. Marketing Automation systems were focused
on Campaigns: email campaigns, marketing programs and lead capture.
Today, these lines have blurred greatly. Acquisitions of Marketing Auto-
mation vendors by CRM players and the increasing sophistication of
Marketing Automation vendors often make it difficult to distinguish
between the two systems.
However, key differences still exist and it is a matter of system perspec-
tive. The CRM perspective is focused on the activities and functions
that most impact sales. CRM marketing functions focus most heavily on
lead/pipeline management (moving the lead from opportunity to close).
The Marketing Automation perspective is focused on the activities and
functions that most impact marketing.
Marketing Automation systems focus most heavily on gathering lots of leads
through programs and campaigns, then determining which leads are best to
send to sales (scoring and nurturing the lead until it turns into an opportunity).
CRM vs. Marketing Automation: A Matter of
Perspective
The importance of CRM and Marketing Automation integration cannot
be overstated. This integration is the foundation for sales and marketing
alignment and a critical component of Sales Enablement. This fact has
driven most of the acquisitions we have seen in the last three years, as
noted previously in this section.
Demand Metric expects integration between CRM and Marketing
Automation systems to become tighter and more focused, delivering
on the promises of sales and marketing alignment and on the prom-
ises of Sales Enablement.
CRM and Marketing Automation Integration
Download Demand Metric’s tools for Lead Acqui-
sition and Qualification to see the interrelatedness
of CRM and Marketing Automation functions.

Deployment Lifecycle

15MARKETING AUTOMATION SOLUTION STUDY: INSIGHTS, LANDSCAPE & VENDOR ANALYSISMARKETING AUTOMATION DEPLOYMENT LIFECYCLE
As noted previously, the maturing of the Marketing Automation market
means that Marketing Automation has become an integral part of Sales
Enablement as illustrated by our Sales Enablement Roles Matrix.
As you will see on the next page, Marketing Automation and related
Marketing Resource Management (MRM) products and services are associ-
ated with the following roles and processes:
Deployment of a Marketing Automation solution depends on the needs of
each organization. Vendor solutions vary widely in feature/function depth
and breath. It is critical to choose one that encompasses the entire scope of
your organizational needs rather than just the first step or two.
That decision helps avoid having to stay with a system you have outgrown
simply because the cost and business disruption of change is too high.
Marketing Automation Deployment Lifecycle
Senior Management uses MRM to support budget and planning,
performance reviews and the retention of sales reps.
Sales Operations uses Marketing Automation to support sales fore-
casting, territory management and sales compensation.
Marketing Operations uses Marketing Automation to support
budgeting, campaign analysis and lead qualification.
Demand Generation uses Marketing Automation to support adver-
tising campaigns, lead generation and event marketing.

ROLES RESPONSIBILITIES PROCESSES TECHNOLOGY CONTENT METRICS
Senior
Management
Revenue Accountability
Staffing & Channel Management
Reporting to CEO/Board
Budgeting & Planning
Performance Reviews & QA
Recruitment & Retention
CRM
Business Intelligence
MRM
Thought Leadership
Blog Webinar Presentations
Conference Keynotes
Revenue by Channel
Customer Lifetime Value, NPS
Return on Customer (ROC)
Product
Management
New Product Development
Create Sales Tools/Guides
Messaging & Positioning
Product Launch
Win/Loss Analysis
Competitive Analysis
Product Mgmt. System
Enterprise Feedback/Survey
Content Management
Data Sheets, Whitepapers
Case Studies/Testimonials
Competitive Analysis
Market Share, Profitability
Brand Equity
Content Usage
Sales Operations
Build Reports & Dashboards
Monitor Sales Productivity
Data Management
Sales Forecasting
Territory Management
Sales Compensation
CRM
Proposal/CPQ
Sales Content Portal
Compensation Model
TCO/ROI Calculators
Sales Playbooks
% Quota Achieved
Sales Cost/Revenue Ratio
Incentive vs. Quota Ratio
Marketing
Operations
Build Reports & Dashboards
Marketing Systems Admin
Data Management
Marketing Budgeting
Campaign Analysis
Lead Scoring & Nurturing
CRM & Marketing Automation
Analytics & B.I.
Asset Mgmt. & MRM
Buyer Personas
Customer Journey Map
Proposals, Presentations
Sales Qualified Leads
Cost Per Lead (CPL)
Cost of Acquisition (CAC)
Demand
Generation
Lead Generation & Events
Branding & Social Media
Content Marketing
Advertising/Sponsorship
Lead Generation & Appointments
Tradeshows & Webinars
Marketing Automation/Email
Digital Asset Management
Event/Survey Management
How-To Guides
Research Reports
Webinars
Campaign ROI, Email Metrics
Marketing Qualified Leads
Contribution to Pipeline
Sales/Account
Mgmt.
Customer Acquisition
Customer Retention
Up-sell/Cross Sell
Sales Process
Opportunity Management
Contact Management
CRM
Proposal/CPQ
Sales Content Portal
New Features/Ideas for R&D
Objection Responses
Sales Scripts
% Quota Achieved
Renewal Rate, Revenue
Opportunity Metrics
Human
Resources
Staffing for Sales Enablement
Sales Training
Performance Management
Recruiting & Hiring
New Rep Onboarding
Performance & Firing
HRIS
Learning Management System
LinkedIn & Job Websites
Job Descriptions
Quality Assurance/Coaching
Sales Training Manual
Avg. Time to Achieve Quota
% Unsuccessful Hires
# CV/Resume Submissions
Customer
Support
Customer Service/Support
Identify Sales Opportunities
Customer Insight/Feedback
Helpdesk (phone support)
Email Support (case/ticket)
Online Community Requests
Customer Support, Twitter
CRM, Order Management
Accounting/Billing/ERP
New Features/Ideas for R&D
Support Scripts
FAQs, SLA
Avg. Time to Resolution
% Escalations to Tier 2
Net Promoter Score (NPS)
MARKETING AUTOMATION DEPLOYMENT LIFECYCLE
Demand Metric’s Sales Enablement Roles Matrix

18MARKETING AUTOMATION SOLUTION STUDY: INSIGHTS, LANDSCAPE & VENDOR ANALYSISVENDOR SELECTION CRITERIA
Demand Metric recommends the following features/functions be included in any evaluation of a Marketing Automation Vendor Solution. The following image
identifies key functionality based on the four tiers listed in the Solutions Landscape section.
Use Demand Metric’s Marketing Automation Vendor Evaluation to evaluate all of the criteria listed in this section
for potential vendors.
Marketing Automation Platforms Vendor Selection Criteria by Functionality Tier
CUTTING-EDGE
COMPREHENSIVE
STANDARD
BASIC
Webinar/Event Management, Marketing Performance Tracking, Personalized/Localized Multi-channel
Engagement, Behavior Tracking, Revenue Analytics
Landing Pages, Web Forms, Surveys, Web Analytics & Visitor Tracking, Multi-channel Campaign Management,
Campaign Measurement & Reporting, Lead Capture & Scoring, CRM Integration, Analytics, SEO
Social Marketing, Mobile Marketing, Online Advertising & Paid Search, Project Management,
Channel/Partner Marketing, Website Management, Asset Management, Content Management
Lead Management, Email Marketing, Campaign Management, Database Management

Secure Web Access for Remote Users
Easy & Intuitive User Interface
No I/T Staff Required for Set-up or Maintenance
Free Trial is Available to Test-Drive System
Microsoft Outlook Email Integration
Microsoft Excel Import/Export
Bi-directional CRM System Integration (Salesforce.com, etc.)
Marketing Automation Fundamentals
Email Marketing
Easy-to-use, robust WYSIWYG HTML editor
Dynamic insertion of variables & tracked URLs
Lists can be imported, updated and segmented
Automatic de-duplication of contact records
Email campaign scheduling & automation
Web Analytics
Individual user behavior tracking (micro-analytics)
Identification of anonymous companies (WHOIS)
Captures prospects data for incomplete forms
Tracks entry/exit pages & referral source identifies search
terms used to find your website
Daily visitor activity reports (automatically sent to sales/
marketing users)
Automation
Auto-responder emails sent upon form conversion
Leads are scored based on profile & activity history
Leads routed based on lead assignment rules
Dynamic marketing campaigns based on if/then logic or
behavior
Lead Scoring – Scores explicit data & behavioral data
Lead Nurturing – Prospects can be added to drip marketing
campaigns
Landing Pages & Forms
Customizable fields
Invalid/free email address blocker
Form handler for existing web forms
General/System
VENDOR SELECTION CRITERIA

Campaign Management
Integrates multiple channels on one platform
Reports and analyzes budget and campaign response
Chat – Supports proactive and reactive chat integrated with
website
Data Management
De-duplication, validation, append
Enrichment (integration with D&B, GroupOne, etc.)
Digital Asset Management – Supports repository, user access
control, personalization and localization of content
Web Content Management – Creates, manages and delivers
personalized online experiences through mobile, social and
ecommerce
Prospect Activity Alerts – Sends to sales users based on automa-
tion rules
Real-Time Sales Alerts, Prospect Tracking and Analytics
Ability to View User Activities within CRM System Interface
Activity History – Form submissions, email opens, web visits and
downloads
Prospects Filtering – Prospects can be sorted based on lead
score, recent activity and company
Lead Qualification – Leads are only transferred when they reach
a pre-defined minimum score
Re-Assignment – Leads can be re-assigned to new sales
representative
Profiling – Sales users can update prospect profile to automate
lead scoring
Last Activity – Sales users can view & sort prospects based on
last activity
Do Not Call/Unsubscribe – Prospects can be added to Do Not
Contact lists
Sales Enablement Functionality

Lead Scoring
Centralized scoring based on pre-determined criteria
Supports multiple scoring models to segment based on different
product lines, geographies, behaviors or loyalty levels
3-D Lead Scoring – Scoring based on activity profile, engagement
level and lifecycle stage
Email/Web Analytics Application Integration (Google Analytics, etc.)
Paid Search Application Integration (Google AdWords, etc.)
Marketing Campaign ROI (search, direct mail, PPC, cold-calling,
tradeshow, etc.)
Closed-Loop Reporting – All sales can be traced back to original
lead source
SMS – Supports personalized text messaging
RSS – Supports creation and management of RSS
Digital Direct Mail – Creates and sends personalized mail
Voicemail – Sends personalized, individual or batch
Text-To-Voice – Computer generated voice from script
Call Center – Integration with Telemarketing/Inside Sales
Advanced Functionality
Integrated Digital Asset Management – Personalized output in
multiple channels with precise control over user rights
Social Marketing – Publishing, monitoring and analytics
Mobile Marketing – Universal, all-device access; responsive design
and SDKs
Personalized, Localized, Multi-channel Engagement – Web and
mobile engagement by individual user activity and interest
Marketing Performance Tracking – ROI tracking and reporting
Behavior Tracking
Records individual-level profiles of the Web visits and other
activities
Delivers relevant messages to users based on online behavior
Revenue Analytics – Revenue analytics can import CRM opportunity
data and relate it to marketing campaigns for ROI analysis
Our Action Plan includes several other tools
that you can use to evaluate Marketing
Automation vendors and features/functionality
of their solutions and applications, including our
Marketing Automation System RFP.

Analyst Bottom Line

23MARKETING AUTOMATION SOLUTION STUDY: INSIGHTS, LANDSCAPE & VENDOR ANALYSISANALYST BOTTOM LINE
Marketing Automation systems provide the foundation technology for
the successful deployment of Sales Enablement initiatives. If your orga-
nization has not yet invested in a Marketing Automation system or is just
working at the foundational level, now is the time to consider or upgrade it.
The Marketing Automation landscape is changing rapidly. Emerging trends
include a tighter integration with CRM through market consolidation and
new product development; increasing focus on revenue performance
management and the delivery of a customer-centric, personalized,
multi-channel engagement throughout the customer lifecycle.
Analyst Bottom Line

M A R K E T I N G A U T O M A T I O N
A C T I O N P L A N
Follow this simple, step-by-step, methodology to develop a marketing automation plan that increases
sales, builds customer insights, and grows brand awareness.

2525MARKETING AUTOMATION SOLUTION STUDY | ACTION PLAN
In the fast paced world of digital marketing, Marketing Automation has become an essential tool in any
marketers toolbelt by both saving time spent on repetitive processes, and increasing the opportunity
for results.
This action plan will take you through the fundamental 5 stages of an effective Marketing Auto-
mation strategy, providing you with best practices to empower any effort, and a toolkit to enable
immediate practical application of this knowledge. Although this action plan is meant to be applied
from beginning to end, in the sequence provided, it is possible that you may already be working on a
Marketing Automation program and some of these steps may not be necessary.
No matter where you are with Marketing Automation, we recommend you take a look through all of the
stages, steps and tools provided so that they may lead you on the right path, or in some cases, fill any
GAP’s you may have in your existing program.
Introduction
How to use this Action Plan:
This action plan consists of five stages, each with a description, steps and action items. Action items
include using our premium tools & templates. Our intention with this action plan is to help you:
Understand marketing automation and identify the opportunities you should focus on.
Evaluate and select the technology that will be the backbone of your marketing automation
strategy.
Plan and craft a strategy to increase sales, build customer insights and grow brand awareness.
1
2
3
1 Analyze Opportunities
Plan Strategy2
Select Technology3
Execute Campaigns4
Measure Results5

Assessing your Marketing Automation Maturity
Build the Business Case for Marketing Automation
Assess your Marketing Automation maturity and build the business case.
1
2
STEP 1
Assessing your Marketing Automation Maturity
Action Item: Use our Marketing Automation Maturity Assessment to evaluate your
organization’s current Marketing Automation system, initiatives and programs.
V I E W R E S O U R C E
Plan Strategy2
Select Technology3
Execute Campaigns4
Measure Results5

STEP 2
Build the Business Case for Marketing Automation
Action Item: If you are just beginning a Marketing Automation program, create a
business case to gain executive buy-in for a Marketing Automation system with our
Marketing Automation Business Case.
Plan Strategy2
Select Technology3
Execute Campaigns4
Measure Results5

Plan Your Objectives and Metrics
Plan your Marketing Automation objectives and the metrics to measure
their success.
1
STEP 1
Plan Your Objectives and Metrics
Action Item: Develop a solid plan and goals for the next 12-18 months for your Sales
Intelligence initiative with our Marketing Automation Strategy Scorecard.
Plan Strategy2
Select Technology3
Execute Campaigns4
Measure Results5

Discover Marketing Automation Vendors
Request Proposals for a Marketing Automation System
Schedule Product Demos
Determine the Best Vendor(s)
Evaluate technology solutions that enable your team to bring your
Marketing Automation program to life.
1
2
3
4
STEP 1
Discover Marketing Automation Vendors
Action Item: If you are considering a new Marketing Automation system, review our
Marketing Automation Vendors Matrix to learn about the key vendors in the Sales Intel-
ligence space and to understand which vendors may work best for your organization.
Plan Strategy2
Select Technology3
Execute Campaigns4
Measure Results5

STEP 3
Schedule Product Demos
Action Item: After receiving RFPs from potential vendors, schedule and attend product/
service demos with 3-4 vendors to get an up-close-and-personal view of their solutions.
STEP 2
Request Proposals for a Marketing Automation System
Action Item: Request proposals from potential vendors to gather information on
products/services. Use our Marketing Automation System RFP to create a standard
proposal template for your organization.
Select Technology3
Plan Strategy2
Execute Campaigns4
Measure Results5

STEP 4
Determine the Best Vendor(s)
Action Item: Evaluate the 3-4 vendors at the top of your list with our Marketing
Automation Vendor Evaluation.
Select Technology3
Plan Strategy2
Execute Campaigns4
Measure Results5

Steps
Roll out your Marketing Automation plan
Prepare and launch campaigns that are based on existing best practices.
1
STEP 1
Roll out your Marketing Automation plan
Action Item: Develop an implementation & communication strategy to roll-out
the initiative in the organization and through your channels. Use our Marketing
Communications Playbook to create your plan.
Select Technology3
Execute Campaigns4
Plan Strategy2
Measure Results5

ACTION PLAN
Measure the Results of your Campaigns
Understand Marketing Automations Impact
Measure results of your campaigns to determine return on investment (ROI).
1
2
STEP 1
Measure the Results of your Campaigns
Action Item: Measure and track the progress and results of your Sales Intelligence
initiative with our Marketing Automation Metrics Dashboard.
Execute Campaigns4
Measure Results5
Select Technology3
Plan Strategy2

ACTION PLAN
STEP 2
Understand Marketing Automations Impact
Action Item: Use our Marketing Automation ROI Calculator to understand the impact
your Marketing Automation system is having on your business.
Measure Results5
Execute Campaigns4
Select Technology3
Plan Strategy2

35MARKETING AUTOMATION SOLUTION STUDY: INSIGHTS, LANDSCAPE & VENDOR ANALYSISOUR SOLUTION STUDY METHODOLOGY
Our Solution Study Methodology
The Modern Marketing landscape is an ever changing, ever
evolving environment in which new strategies, technologies,
vendors and products appear continually. Demand Metric
Solution Studies provide marketers with a focus on a specific
technology solution set or focus area so that they are armed with
the knowledge, information and tools they need to development
effective strategies and action plans for their organizations.
Each Solution Study involves hours of analyst research, draws
information from interviews with vendor executives and
established vendor clients for a specific technology solution and
is usually accompanied by a mini Tool-kit of practical resources.
Solution Study Tool-kits are designed to provide marketers with
the tools & templates they need to plan for an initiative in a given
focus area, analyze the vendor landscape and select the best
vendor for their organization.
Our Sales Enablement report series includes Solution Studies on:
Enablement Knowledge Management
Configure, Price Quote (CPQ)
Sales Intelligence
Customer Relationship Management (CRM)
Marketing Automation (MA)
Sales Communications Tools
We provide a comprehensive overview of Sales Enablement in
the companion report – Sales Enablement in 2013 Best Practices
Report

36MARKETING AUTOMATION SOLUTION STUDY: INSIGHTS, LANDSCAPE & VENDOR ANALYSISABOUT DEMAND METRIC
About Demand Metric
Demand Metric is a marketing research and advisory firm
serving a membership community of over 90,000 marketing
professionals and consultants in 75 countries.
Offering consulting methodologies, advisory services, and
500+ premium marketing tools and templates, Demand Metric
resources and expertise help the marketing community plan
more efficiently and effectively, answer the difficult questions
about their work with authority and conviction and complete
marketing projects more quickly and with greater confidence,
boosting the respect of the marketing team and making it easier
to justify resources the team needs to succeed.
To learn more about Demand Metric, please visit:
www.demandmetric.com.
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us toll-free at +1 866 947 7744, or info@demandmetric.com We
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