Marketing Automation 101: Goals & Planning

You’ve probably heard by now about the benefits of marketing automation, and maybe you’re interested in learning more about how investing in a platform can revolutionize your marketing, shorten your sales cycle, and drive real results in revenue.

But how do you know where to start?

Choosing a marketing automation solution is an important decision: not only is marketing automation a significant investment in time and resources, but the system you choose will have an enormous impact on the daily activities of both your marketing and sales teams. So it’s important to conduct the proper research and go into the evaluation phase with the right questions in mind.

We’ve broken down the research process into three steps to help you build a framework for evaluating vendors, figure out questions to ask each, and find your perfect solution:

Step 1: Self-Assessment

Step 2: Goals & Planning

Step 3: Vendor Evaluation

Once you’ve completed the self-assessment portion (check out Marketing Automation 101: Self-Assessment for a helpful worksheet), it’s important to take a few minutes to define what you hope to achieve with marketing automation, and how you plan to manage your platform. Be sure to discuss marketing automation with all departments that will be affected and define the specific requirements of each, so use the worksheet below to plan how both marketing and sales will use marketing automation and reap the benefits:


Ready to move on to the evaluation phase? Download our free Marketing Automation Buyer’s Guide for more worksheets that can help you to identify the factors that truly differentiate one vendor from another, and determine how to choose the product that most closely aligns with your needs and goals.


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