Support Enterprise Marketing with World-Class IT

The marketing landscape needs to be supported by a smart technology strategy. Evaluate which marketing services are right for your organization and review IT support requirements.

Onsite Workshop

IT’s inability to correctly adopt marketing technology results in:

  • Underperformance of marketing campaigns.
  • Underutilized or ineffective technology.
  • A deteriorating relationship between Marketing and IT.
  • Shadow IT emerging as Marketing tries to enable itself, but IT is left to deal with integration of incompatible systems.

IT’s complete ability to champion marketing technology enablement results in:

  • An optimized marketing technology support strategy that yields high returns.
  • A strong and healthy relationship between IT and Marketing.
  • Increased effectiveness of marketing campaigns.
  • A reduction in day-to-day IT involvement in marketing initiatives.

Module 1: Determine Investment Appropriateness

The Purpose

  • Determine if email marketing services, LMA services, or EMM suites are right for your organization.
  • Understand the key benefits that email marketing services, LMA services, and EMM suites can provide.

Key Benefits Achieved

  • The IT and marketing departments achieve consensus on the marketing technology the organization needs.
  • The CIO and CMO gain a tool that they can use to justify investment in marketing technology.

Activities: Outputs:
1.1 Determine the fit of email marketing services, LMA services, and EMM suites with your organization using the Investment Appropriateness Tool.
  • A precise identification of the technology your organization needs.
1.2 Interpret the results of the Investment Appropriateness Tool and understand the implications of pursuing technology.
  • An explanation of why that technology best suits your organization.
  • A list of best practices to consider as you proceed to vendor selection and implementation.

Module 2: Create a Selection Strategy

The Purpose

  • Deduce the specific requirements your organization has for the selected technology.
  • Submit RFPs to vendors.
  • Evaluate sample vendor proposals to select vendor finalists.
  • Use a Vendor Demonstration Script for final vendor evaluation.

Key Benefits Achieved

  • IT understands the specific requirements they need for email marketing, LMA, and EMM.
  • IT is able to evaluate vendors in the space and ensure a commitment to all necessary requirements.

Activities: Outputs:
2.1 Deduce requirements during a structured discussion.
  • A vendor shortlist.
2.2 Construct RFP templates for relevant vendors.
  • RFPs for all relevant vendors.
2.3 Perform a sample analysis using the RFP Scoring Tool.
  • A sample RFP Scoring Output.
2.4 Discuss use of Vendor Demonstration Script.

Module 3: Ensure Successful Implementation and Governance

The Purpose

  • Establish best practices for implementation of selected technology.
  • Deduce governance requirements for your organization.
  • Understand how specific policies can promote good governance.

Key Benefits Achieved

  • IT understands best practices for implementing selected technology.
  • IT and Marketing achieve consensus on policies that govern the newly adopted technology.

Activities: Outputs:
3.1 Discuss past implementation pain points.
  • A list of implementation best practices and the key benefits achieved.
3.2 Discuss governance concerns.
3.3 Identify how best practices in implementation can benefit your organization.
3.4 Develop organization-specific policies that will promote good governance.
  • A list of policies that will promote adoption and good governance.

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