MarTech is just short for Marketing Technology. So basically all marketing and BD programs and systems — yes, including CRM. Maybe you can benefit from a CRM Audit, System Analyst, Data Mining, Automation Analysis, or an Integration Investigation of your Marketing tech programs.
FMI has worked with nearly every CRM currently in existence. Although new programs pop up all the time and older ones are being bought up, the basic core functionality is the same in each. It really comes down to which platform best supports your needs and goals.
Whether CRM, Email Marketing, Social Media Marketing, or other marketing systems in your stack, FMI specializes in understanding your needs and making sure your tech is fine tuned to measure the KPIs important to your firm.
If you already have some of these tools, when was the last time someone checked to see if they were tracking what is important TODAY? Between staff turnover and changes to who is deemed responsible, often you need an audit to review everything the program is doing and get a plan together of how the system needs to be reconfigured to match how you firm has changed since the last checkup. Research and shopping for MarTech takes some nerdy techie know-how and after a while of using the program, you need to audit it to ensure the decisions you made when you first configured it are still valid. This is really something firms should do annually.
Client Relationship Management
Social /Email Management
Social Media
Email Marketing
Most MarTech software packages are now sold as SaaS – Software as a Service. Unfortunately, these companies are still selling their software using the same techniques car salesmen use. Use the following guidelines for purchasing your next SaaS package and see if you don’t come out a bit happier in the end.
Work the purchase of an ERP software system like you would run a construction project. Do some Value Engineering — Decide what you NEED the software to do, then decide what would BE NICE to have it do. Bells and whistles can never replace solid functionality.
Research online and not just with Ranking Sites (List of Best XYZ Systems, etc.). Companies pay incentives to customers to rate them well so their software moves up the list. Also contact your network for referrals or ask what they use or like and WHY. Make sure you read reviews and comments about the software as they are the most telling.
Write up a Request for Proposal (RFP) and include the following:
Focus on two areas of every program: how easily can you put data into it and how easily can you get data out of it. Sales people tend to focus on the features associated with what you can do with the data once it is in. The crucial, long-term viability of the software working for your firm is getting data in and out. Don’t lose sight of that when the bells and whistles start sounding.
Ask for samples of their documentation or access to where they store their online documentation. Once your training is over, this is where your users will need to turn for answers. If it isn’t well done, your users will revolt.
Review the submittals. When you write a Best and Final offer letter, make sure you have done your internal due diligence and include your final decisions on:
Make your vendor selection and negotiate, negotiate, negotiate and get every caveat, promise, etc. in writing along with firm delivery dates. MarTech software seems to often be purchased based on promises of features you need that are “on our road map.” You wouldn’t hire a contractor who will be getting their OSHA certs next month, would you? Then don’t buy SaaS software that way. Also, don’t buy more seats than you are going to use initially. SaaS software companies make their money on recurring license fees. Be smart about how many you need and when you will be needing them.