MARKETING

AUTOMATION
Solution Study

Insights, Landscape, & Vendor Analysis

 MARKETING AUTOMATION
Solution Study

Table of Contents
1 Executive Summary 03

2 What is Marketing Automation? 05

4 Benefits of Marketing Automation 08

5 Marketing Automation Deployment Lifecycle 11

6 Vendor Selection Criteria 13

7 Marketing Automation Solutions Landscape 18

8 Analyst Bottom Line 23

Action Plan 24

Our Solution Study Methodology 34

About 35
 MARKETING AUTOMATION
Solution Study

Executive Summary
 MARKETING AUTOMATION SOLUTION STUDY 4

Executive Summary
Effective Sales Enablement is a multi-stage process. In our Sales Enable-
ment Solution Study Series, we examine each functional area of Sales
This Solution Study covers:
Enablement, from initial marketing and sales alignment to the final deal
close and revenue capture.
What is Marketing Automation?
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 provide marketers with Benefits of Marketing Automation
a baseline understanding of the Marketing Automation landscape.

If your organization is considering Marketing Automation software,

currently implementing a Marketing Automation system, or providing a Marketing Automation
Marketing Automation-related product or service, this report will provide Deployment Lifecycle
you with fresh insights on the landscape, technology, strategies, and
vendor solutions.
Vendor Selection Criteria

Marketing Automation
Solutions Landscape

Action Plan
THE EVOLUTION OF SHOPPER MARKETING MARKETING AUTOMATION SOLUTION STUDY 5

MARKETING AUTOMATION
Solution Study

What is Marketing Automation?

 MARKETING AUTOMATION SOLUTION STUDY 6

What is Marketing Automation?

Demand Metric defines Marketing Automation (MA) as:

The strategies, processes, and software tech-

Email
nology that enable marketing departments to auto-
Marketing
mate, measure, and improve the performance of Lead
marketing strategies, activities, and workflows. Management

Foundational
Features
These strategies and activities include: Email Marketing, Multi-channel of MA Systems
Campaign Management, Inbound/Search Marketing, Landing Pages,
Lead Generation, Lead Management, Lead Scoring, Lead Nurturing,
Social Marketing, Marketing Resource Management, Event Manage-
Campaign
Management
ment, Engagement Marketing, and Marketing Analytics.
Reporting
The four foundational functions of marketing automation systems are and Analysis
– 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 func-
tions are core to a Marketing Automation system.
 SALES ENABLEMENT
ROLES RESPONSIBILITIES
Revenue Accountability
Senior
Staffing & Channel Management
Management
Reporting to CEO/Board
New Product Development
Product
Create Sales Tools/Guides
Management
Messaging & Positioning
Build Reports & Dashboards
Sales Operations Monitor Sales Productivity
Data Management
Build Reports & Dashboards
Marketing
Marketing Systems Admin
Operations
Data Management
Lead Generation & Events
Demand
Branding & Social Media
Generation
Content Marketing
Customer Acquisition
Sales/Account
Customer Retention
Mgmt.
Up-sell/Cross Sell
Staffing for Sales Enablement
Human
Sales Training
Resources Performance Management
Customer Service/Support
Customer
Identify Sales Opportunities
Support
Customer Insight/Feedback
Roles Matrix
PROCESSES
Budgeting & Planning
Performance Reviews & QA
Recruitment & Retention
Product Launch
Win/Loss Analysis
Competitive Analysis
Sales Forecasting
Territory Management
Sales Compensation
Marketing Budget
Campaign Analysis
Lead Scoring & Nurturing
Advertising/Sponsorship
Lead Generation & Appointments Digital Asset Management
Tradeshows & Webinars
Sales Process
Opportunity Management
Contact Management
Recruiting & Hiring
New Rep Onboarding
Performance & Firing
Helpdesk (phone support)
Email Support (case/ticket)
Online Community Requests
TECHNOLOGY
CRM
Business Intelligence
MRM
Product Mgmt. System
Enterprise Feedback/Survey
Content Management
CRM
Proposal/CPQ
Sales Content Portal
CRM & Marketing Automation
Analytics & B.I.
Asset Mgmt. & MRM
Marketing Automation/Email
Event/Survey Management
CRM
Proposal/CPQ
Sales Content Portal
HRIS
Learning Management System
LinkedIn & Job Websites
Customer Support, Twitter
CRM, Order Management
Accounting/Billing/ERP
CONTENT METRICS
Thought Leadership Blog Revenue by Channel
Webinar Presentations Customer Lifetime Value, NPS
Conference Keynotes Return on Customer (ROC)
Data Sheets, Whitepapers Market Share, Profitability
Case Studies/Testimonials Brand Equity
Competitive Analysis Content Usage
Compensation Model % Quota Achieved
TCO/ROI Calculators Sales Cost/Revenue Ratio
Sales Playbooks Incentive vs. Quota Ratio
Buyer Personas Sales Qualified Leads
Customer Journey Map Cost Per Lead (CPL)
Proposals, Presentations
Cost of Acquisition (CAC)
How-To Guides Campaign ROI, Email Metrics
Research Reports Marketing Qualified Leads
Webinars Contribution to Pipeline
New Features/Ideas for R&D % Quota Achieved
Objection Responses Renewal Rate, Revenue
Opportunity Metrics
Sales Scripts
Job Descriptions Avg. Time to Achieve Quota
Quality Assurance/Coaching % Unsuccessful Hires
Sales Training Manual # CV/Resume Submissions
New Features/Ideas for R&D Avg. Time to Resolution
Support Scripts % Escalations to Tier 2
FAQs, SLA Net Promoter Score (NPS)
THE EVOLUTION OF SHOPPER MARKETING MARKETING AUTOMATION SOLUTION STUDY 8

MARKETING AUTOMATION
Solution Study

Benefits of
Marketing Automation
 MARKETING AUTOMATION SOLUTION STUDY 9

Benefits 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 automation, in the Marketing Auto-
mation Solutions Landscape section of this report.
Implementing a Marketing Automation system offers the following major benefits to the marketing organization:

Aligns Sales & Marketing Develops Multi-Channel Marketing Campaigns

Alignment occurs when sales and marketing can agree on Across multiple channels for email, web, mobile, events,
the definition of a qualified lead, systems are integrated to and social media. The use of a multi-channel approach can
provide visibility into activities and results and the loop is drastically reduce acquisition costs for new prospects and
closed between the lead source and revenue generated. opportunities.

Improves Accountability & Credibility Manages Marketing Resources

When deployed properly, Marketing Automation solutions When key marketing processes are automated, fewer
increase credibility by providing a system of record that resources are required to manage new opportunities.
tracks and measures marketing activities and business
results for the marketing organization.
BENEFITS OF MARKETING AUTOMATION MARKETING AUTOMATION SOLUTION STUDY 10

Improves Lead Lifecycle Management
For lead generation, qualification, scoring, nurturing and
tracking and provide higher quality, more closeable leads
to sales in:
Additionally, the marketing organization can reduce expenditures and
more effectively manage marketing resources to deliver:
Total Marketing Revenue Contribution
Higher Revenue Per Sale

Lead to Closed Sale Conversion %

Quality of Leads Passed to Sales
% of Leads Accepted by Sales
Quantity of Leads Generated

Measures and Improves Revenue Performance

Revenue analytics on prospect behaviors and campaign
ROI provide marketers with the insight needed to optimize
spending on the most profitable marketing programs.

Download and complete Demand Metric’s Marketing Automation

Maturity Assessment to evaluate the effectiveness and identify VIEW RESOURCE
any weaknesses of your Marketing Automation system.
THE EVOLUTION OF SHOPPER MARKETING MARKETING AUTOMATION SOLUTION STUDY 11

MARKETING AUTOMATION
Solution Study

Marketing Automation
Deployment Lifecycle
 MARKETING AUTOMATION SOLUTION STUDY 12

Marketing Automation Deployment Lifecycle

As noted previously, the maturing of the Marketing Automation market A Marketing Automation deployment lifecycle typically begins with email
means that Marketing Automation has become an integral part of Sales marketing and often moves through the marketing department as follows:
Enablement, as illustrated by our Sales Enablement Roles Matrix (page 7).
FIGURE 1
As you will see, Marketing Automation and related Marketing Resource
Marketing Automation Deployment Lifecycle
Management (MRM) products and services are associated with the
following roles and processes:

Senior Management uses MRM to support budget and planning, perfor- 10 1

mance reviews, and the retention of sales reps. Revenue Email
Analytics Marketing
Sales Operations uses Marketing Automation to support sales fore- 9 2
casting, territory management, and sales compensation. Behavior Landing Pages
Tracking & Forms
Marketing Operations uses Marketing Automation to support
budgeting, campaign analysis, and lead qualification.
8 3
Demand Generation uses Marketing Automation to support advertising Social/Mobile Web Traffic
campaigns, lead generation, and event marketing. Marketing Analytics

Deployment of a Marketing Automation solution depends on the needs of 7 4

each organization. Vendor solutions vary widely in feature/function depth Web Content Campaign
Mgmt. Mgmt.
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.
6 5
Digital Asset Lead/Event
Mgmt. Mgmt.
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.
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