article | January 27, 2015
How to Effectively Manage Your Marketing Automation Vendors
Managing your marketing automation vendors well is essential for the success of your marketing initiatives.
It’s important to develop strong relationships with vendors in order to get the software, materials, and resources you need to execute your strategy.
When marketing automation fails, it’s tempting to blame the vendor. But before you go through the time and expense of switching vendors, issues first:
It’s Not Always a Technology Problem
Sometimes problems are the result of a mismatch between your objectives and the software capabilities. If that’s the case, you’ll want to look into switching vendors. Before you make the decision to switch, take the time to understand the core problem. Core problems could include:
Process and Communication Problems
Marketing automation vendors work best when you have a clear process and open communication. In the beginning, your team will need to train the vendor on how you do business. Point out critical marketing processes. Clearly identify how the vendor will contribute to the overall strategy and execution plan. The vendor may be able to help you find more effective ways to use software or offer you a different software package that will more meet your needs.
Pay attention to these process and communication red flags:
Negotiating Scope and Fees
Even if you have a great relationship with a particular vendor, there are times when you’ll have to negotiate, usually when it comes to price. You may also need to negotiate your customer service contract.
Be Firm and Patient
Managing your marketing automation vendors is a long-term commitment.
Be prepared to give your vendors a grace period as they learn your business. Make sure your vendor understands that they will be accountable for delivering the results they promised.
We’ll be discussing a variety of vendor management issues this year. Sign up to receive SBI blog updates so you won’t miss future vendor management articles. We’ll send our latest articles directly to your inbox. Just tell us where to send your updates by clicking here.
On today’s special edition of the Revenue Growth Help Desk, we celebrate Women’s History...
In a world of uncertainty, market leaders are sure which customer touchpoints require prioritization...
Sales leaders are all inundated with a significant amount of data. The ability to draw insights from...
At SBI’s most recent Sales Advisory Board meeting, market leaders from a variety of industries...
Just imagine – you made the decision to diversify your salesforce and have created a more incl...
As 2020 is finally in the rear-view mirror, the workplace as we have known it looks drastically diff...
As we round out 2020 and begin to look ahead to 2021, the topic of revenue planning is surely at the...
SBI TV episodes bring you Sales and Marketing insights from B2B industry thought leaders and growth experts, on topics like product, pricing, customer experience and success, and go to market. Catch up on new and previous episodes here.