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March 10, 2017 Business Technologies

Buyer’s Checklist for Marketing Automation

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By Sonja Fridell

Are you looking to invest in marketing automation software, but not sure where to start? Look no further than this buyer’s checklist!

It requires more than just a feature comparison to help make the right decision for your business. Your selection should be based on the following:

  • Your business processes
  • Available resources
  • Company goals
  • Budget
  • Integrations with your CRM and other key software


Buyer’s Checklist for Marketing Automation:

Your Goals

Can the platform help you get from A to B? And then to C?


How quickly can you get from start to value?

Ease of Use

Is the platform intuitive and easy to use?

Hidden Costs

What will it cost for strategic planning and implementation?


How difficult will the integration be? Is it native or an API? Or is it development intensive? Will it take more than one day? One week?

Data Sync

Does the data sync automatically between the two systems, or must you do it manually?

Onboarding Vendors

Does the vendor’s onboarding program look appropriate for your team? Do they provide a dedicated team to help you?


How much support is included, and for how long? What happens when it ends?

Platform Options

Does the platform have native integrations with Microsoft Power BI, Cisco WebEx, Litmus, and many more marketing tools?

Platform Support

Does the platform support account profiles that roll up all contact-level engagement data?

Your Resources

Some platforms require a full-time dedicated resource to keep the gears turning.

Your IT Access

Some platforms require ongoing attention from your IT department or other development resources.

So, You Think You Are Ready for Marketing Automation?


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author bio

Sonja Fridell

Sonja is very active in architecting CRM, ERP and marketing automation solutions for clients across North America. As an ex-journalist, she is adept at exploring a client’s needs and coming up with cutting edge, elegant solutions that fit, drive adoption, and create real results.

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Sonja Fridell wearing a blue blouse and a dainty necklace.

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