Here’s a suggested 9 step approach to choosing the right MAP for your organization.  From Marketo…

 

Step #1: Write down your goals for the project

Step #2: Plan your timeline

Step #3: Identify your requirements

• Review your administrative, integration, and technical requirements. What other technologies do you have that the system will need to work with? What level of integration do you need for your CRM—are leads and contacts only okay, or do you also need opportunities, custom objects, and so on?
• Review our mega-list of marketing automation features. Verify you’ll get what you need today – and what you’ll want in the future.
• Isolate requirements beyond technology. Who will use the system? How important is ease of use? What level of additional services, training, and support will you need? What it your organization’s maturity when it comes to things like process, skills, lead flow, and content — will you need additional help to get those into shape?
• Turn the requirements into functional “scenarios.” Describe real-world marketing programs and processes you want to be able to run initially, and down the road.

Step #4: Assemble a team to choose and manage the solution

Make sure you cover both bases by getting sign-off from all stakeholders on goals, requirements, and potential scenarios—even Sales and IT.

Step #5: Evaluate potential vendors against your scenarios

You’ll choose the vendor that best suits your needs if you follow these recommendations below:

• Select vendors to evaluate. Ask each one to demonstrate how they would deliver your specific processes and scenarios. Alternatively, ask for a free trial of the solution being considered.
• Scour the technology. Check all boxes to cover your administrative, integration, and technical needs.
• Look beyond the technology. Evaluate each vendor’s ability to make you successful through access to best practices, community, consulting, support, and training.
• Ask tough questions. The vendor shouldn’t have anything to hide. Make sure the vendors actually show you they have what they say they have in terms of functionality.
• Avoid becoming dazzled by features that don’t deliver on your criteria. Focus on the process and business needs you identified in step 3. (That being said, it’s okay to update your goals as you learn about what’s possible. Just make sure it’s compelling enough!)

Step #6: Talk to references

Step #7: Make a decision

Step #8: Get started

• Sync the platform with your CRM system. Alternately, you can load your leads and contacts directly.
• Create email and landing page templates (or have your vendor help with this).
• Set your email deliverability settings, including your DKIM and SPF records.
• Set up your website. Implement DNS mapping for your landing page subdomain. Add tracking codes to your content management system.
• Train your users in the system.
• Build (or import) your first campaigns and programs. Work with your vendor’s enablement and consulting teams for best practices.
• Press go. Then, measure and share the success you’re having.

Step #9: Review, optimize, and improve