There are many different types of marketing software out there. But how do you find the one that’s right for your business goals? Before you start looking for marketing software, ask yourself these 10 basic questions that cover everything from reliability to support.
Marketing software allows you to work more efficiently and keep your goals in focus – when it’s the right fit for your company and goals.
Let’s start with the questions, and then move on to the features!
In an article on the topic, Kishau Rogers, CEO of Websmith Group, summarized the 10 key criteria for selecting business software.
Before you draw up feature lists for your marketing software, you should ask yourself a few basic questions:
1. What purpose does the software serve?
Investment in software should always be linked with a concrete economic need. An example of a requirements profile is a 50-person team that needs a centralized tool to plan, implement and review marketing processes.
2. What are the key priorities?
To assess the performance of marketing software, you must first define and weigh your own priorities.
It is vital that the focus here should always be on finding a solution that solves the most important problems – other features should remain a welcome addition. You should always be precise when drawing up a feature list. Employees working in the field should also have unrestricted access to the central tool, for example.
3. Is using the software company-critical or business-critical?
How serious would the effects of a software malfunction or failure be for the company? Company-critical software is crucial to the company’s operations (e.g. shop software in the area of online retail). Business-critical software, on the other hand, helps employees to carry out their tasks.
4. How credible and experienced is the provider?
How long has the software provider operated on the market and how satisfied are its customers? It sounds obvious, but it’s an important indicator of the quality of the software?
5. How reliable is the software?
How often is the software unavailable or offline due to technical reasons? How quickly are technical problems solved, on average?
6. How is it integrated into the existing system?
Does the software replace manual processes? Who will use it, and how and where will it be used? The more specific the user data and the integration plan, the easier it is to compare different types of software and their services.
7. How viable is the support model?
How does the provider deal with technical problems? What channels do they use to provide technical support – phone, or email only? How long is the average response time? Are there enough documents available to help you solve the problem yourself? Do you have to pay for extra support?
8. How upgradable is the system?
Can the software grow with the company? How much more does it cost to expand the system? To avoid getting an unexpectedly high bill, you should clarify these matters with the provider in advance.
9. What is the pricing model?
A lot depends here on how the important the software is to the company. If it supports business or even company-critical processes, it’s best not to rely on a start-up product – even if it’s free. In this case, it’s always worth investing in a solid, reliable and upgradable product.
10. How is the ROI measured?
Before you sign up for a long-term contract, make sure you determine the utility of the new system (measurable in figures). It doesn’t matter whether it will lower your operating costs or improve the quality of your product and marketing process in the long term. You must be able to measure and compare how successful a piece of software is.
Incredible but true: 89% of companies still plan and organize their marketing using spreadsheet programs such as Excel*. Learn more about how this method performs compared with professional marketing software in this article: BUSINESS SOFTWARE VS. EXCEL: 6 VALID POINTS.
Link to original article:
10 Criteria for Selecting Business Software