89% of all companies still use Microsoft Excel for their marketing or business planning (Aberdeen Group, January 2013). Business marketing software promises to make work more effective, more efficient and thus more creative. But in what way must a dedicated software solution be better than Excel? Here 6 key considerations:
1. Clear Responsibilities
When it comes to working together in a team, spreadsheet programs reach their limit. Different employees can indeed work on Excel files, but it’s quite hard to track the changes made. Business software makes it possible to work simultaneously on individual projects, and changes are automatically saved. This makes for transparent cooperation.
2. Simple Version Management
When several employees work in the same document, it can quickly lead to an unmanageable number of versions doing the rounds. How do you know who has the most recent version of the Excel document, and does it really contain all necessary updates? More mistakes are made, and time is wasted checking documents. Business software makes it possible for several employees to work simultaneously and makes all changes transparent.
3. Visibility and Transparency
Business software should deliver the right amount of information to all employees involved in a particular project, from project managers to management. In this regard, Excel documents lose out, since managers always have to search them to find the right information. Ideally, software should be the focal point of all activities; everyone should be able to find all the information and the right details they need, in a central location.
4. Usability und Process Integration
Online versions of Excel documents now provide a central platform for individual steps in the process, such as marketing planning. However, shortcomings arise when it comes to integrating data into other software systems. To work effectively in a team, information from various sources must be available to everyone at all times.
5. Flexible Configuration
A well-structured, organized process must be in place in order to plan, carry out and review projects. Business software should be adaptable to the process requirements of the company and organize these in a more effective way.
6. Stability, Security and Customer Success
While beautiful design and good usability of software are important, its quality lies in the stability, flexibility and durability of its technical foundation. Before you choose a software solution, you should therefore spend time trying to understand the following areas of the product:
- Security level
- Ability to define access rights
- Availability and quality of the API
- Training opportunities
- Support model
If you would like to find out more about successful marketing management with a specialized software, we also recommend our article „4 WAYS TO BOOST YOUR MARKETING MANAGEMENT“.
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