1. Info-Tech Research Group1 1 Info-Tech Research Group, Inc. Is a global leader in providing IT research and advice. Info-Tech’s products and services combine actionable insight and relevant advice with ready-to-use tools and templates that cover the full spectrum of IT concerns. © 1997-2015 Info-Tech Research Group Inc. V4 Select and Implement a Marketing Management Suite Turbocharge your company’s marketing capabilities with a marketing management suite. Info-Tech's products and services combine actionable insight and relevant advice with ready-to-use tools and templates that cover the full spectrum of IT concerns.© 1997 - 2015 Info-Tech Research Group

2. Info-Tech Research Group2 2 Phase 2: Vendor Landscape – Analyze MMS Requirements and Shortlist Vendors contains the report’s Vendor Landscape evaluation results. Use this blueprint, including the Vendor Landscape analysis, to support your marketing management suite procurement Not everyone’s marketing needs are the same. These needs drive out different categories and niches within the MMS software market space. Understand your own organization’s marketing processes and the unique technical and functional requirements that accompany them. Use your own set of requirements to determine the MMS solution that best fits your organization. Launch the MMS Selection Project Vendor Landscape – Analyze MMS Requirements and Shortlist Vendors Select an MMS Solution Plan the MMS Implementation Phase 1 Phase 3 Phase 2 Phase 4 Use the project steps and activity instructions outlined in this blueprint to streamline your selection process and implementation planning. Save time, money, and improve the impact of your marketing management suite (MMS) solution procurement by leveraging Info- Tech’s research and project steps.

3. Info-Tech Research Group3 3 This Research is Designed For:This Research Will Help You: This Research Is Designed For:This Research Will Help You: Outcomes of this Research Our understanding of the problem IT Applications Directors, Business Analysts, and Marketing Professionals involved with selecting and implementing a best-of-breed marketing solution. Any size of organization looking to procure an MMS tool that will allow it to automate its marketing processes or learn more about the MMS vendor landscape. Select and procure an MMS tool that fits your organization’s specific requirements. Plan and implement your MMS technology with a phased implementation of core functionality and add-ons. Select an MMS tool that aligns with the specific needs of different marketing functions (brand management, marketing intelligence etc.) Plan for the implementation of the selected suite, including how to build, test, and phase the deployment to achieve success.

4. Info-Tech Research Group4 4 Resolution Situation ! Complication ? Info-Tech Insight Executive summary Technology to support marketing automation provides organizations with the opportunity to optimize cost savings, improve customer satisfaction, bolster customer experience, and expand omnichannel marketing capabilities. MMS technology is a rapidly maturing and dynamic market, with a landscape full of vendors with cutting edge solutions and diverse offerings. Finding a solution that is the best fit can be a complex and time-consuming process. MMS technology is not a one-size-fits-all investment; unique evaluations and solution customization are required in order to deploy a solution that fits your organization. MMS technology often complements core CRM, but does not replace it: organizations must decide whether their needs extend beyond core CRM or if a dedicated MMS will be an over-buy. Align your business and IT objectives for your desired MMS solution through a rigorous and comprehensive requirements gathering process that includes process mapping, stakeholder interviews, and customer data analysis. Use Phase 2: Vendor Landscape – Analyze MMS Requirements and Shortlist Vendors to identify vendors in the marketplace that fit your organization’s needs based on your identified suite requirements and use-case scenario results. Don’t cut corners as you evaluate vendors; select a suite, then plan and perform your implementation. Conducting your due diligence as you perform your project will ensure that your organization will fully reap the benefits of a dedicated marketing management suite. 1. Leverage use cases. Base your vendor selection on your requirements and use case, not on their overall performance. 2. Phase your implementation. Start with marketing suite functionality that will provide quick wins, then leverage additional MMS capabilities. 3. Ensure strong points of integration between MMS and other customer experience software – an MMS should not live in isolation.

5. Info-Tech Research Group5 5 Info-Tech Involvement Info-Tech offers various levels of support to best suit your needs DIY Toolkit Guided Implementation Onsite Workshop Consulting “Our team has already made this critical project a priority, and we have the time and capability, but some guidance along the way would be helpful.” “Our team knows that we need to fix a process, but we need assistance to determine where to focus. Some check-ins along the way would help keep us on track.” “We need to hit the ground running and get this project kicked off immediately. Our team has the ability to take this over once we get a framework and strategy in place.” “Our team does not have the time or the knowledge to take this project on. We need assistance through the entirety of this project.” Degree of Customization Diagnostics and consistent methodologies throughout all four options

6. Info-Tech Research Group6 6 Best-Practice Toolkit 1. Assess the value and identify your organization’s fit for MMS technology 2. Build your procurement team and project plan MMS Project Charter Template 3. Identify your MMS requirements MMS Use-Case Fit Assessment Tool 4. Produce your shortlist MMS Vendor Landscape Analysis MMS Vendor Shortlist Tool 5. Select your MMS solution MMS RFP Template MMS RFP Scoring Tool MMS Vendor Demo Script 6. Plan your MMS implementation MMS Work Breakdown Structure Template 7. Measure the value of your MMS solution Guided Implementations Identify your fit for MMS technology. Identify staffing needs. Create project plan. Plan requirements gathering steps. Discuss use-case fit assessment results. Discuss Vendor Landscape. Create a procurement strategy. Discuss evaluation results. Conduct a contract review. Create an implementation plan. Discuss roll-out of automated processes. Handover to Operations. Onsite Workshop Module 1 Launch Your MMS Selection Project Module 2 Analyze MMS Requirements and Shortlist Vendors Module 3 Plan Your Procurement Process Plan Your MMS Implementation *This support is given through follow-up calls with an analyst. Phase 1 Outcome Launch of MMS selection project. Phase 2 Outcome Shortlist of vendors. Phase 3 Outcome Selection of MMS solution. Phase 4 Outcome Implementation plan for the organization’s MMS solution. Launch the MMS Selection Project Vendor Landscape – Analyze MMS Requirements and Shortlist Vendors Select an MMS Solution Plan the MMS Implementation Select and Implement MMS – Project overview

7. Info-Tech Research Group7 7 Day 1Day 2Day 3Day 4Day 5 PreparationWorkshop Day Working Session Workshop Preparation Facilitator meets with the project manager and reviews the current project plans and IT landscape of the organization. A review of scheduled meetings and engaged IT and business staff is performed. Morning Itinerary Facilitation of activities from Launch the MMS Selection Project phase, including project scoping and resource planning. Conduct overview of the MMS market landscape, trends, and vendors. Afternoon Itinerary Conduct process mapping for selected marketing processes. Interview business stakeholders. Prioritize MMS functional requirements. Morning Itinerary Complete marketing process mapping with business stakeholders. Afternoon Itinerary Interview IT staff and project team; identify technical requirements for the MMS solution. Document high-level solution requirements. Morning Itinerary Perform a use-case scenario assessment. Review use-case scenario results; identify use case alignment. Review the MMS Vendor Landscape vendor profiles and performance. Afternoon Itinerary Continue review of MMS Vendor Landscape results, use-case performance results. Create a custom vendor shortlist. Investigate additional vendors for exploration in the marketplace. Workshop Debrief Meet with project manager to discuss results and action items. Wrap up outstanding items from workshop. Procurement Support The facilitator will support project team to outline the RFP contents and evaluation framework. Planning of vendor demo script. Input: solution requirements and use case results. Workshop overview Call 1-888-670-8889 or email WorkshopBooking@InfoTech.com for more informationWorkshopBooking@InfoTech.com This workshop has the option to be deployed as a 4- or 5-day onsite engagement, depending on the degree of process mapping performed by the organization prior to the facilitator’s arrival. Use the light blue slides at the end of each section to understand the scope of the workshop.

8. Info-Tech Research Group8 8 Info-Tech Research Group, Inc. Is a global leader in providing IT research and advice. Info-Tech’s products and services combine actionable insight and relevant advice with ready-to-use tools and templates that cover the full spectrum of IT concerns. © 1997-2015 Info-Tech Research Group Inc. Headline / Subhead Vertical Spacing V4 Select and Implement a Marketing Management Suite Set your MMS selection up for success by engaging the right people under the right circumstances. Phase 1: Launch the MMS Selection Project

9. Info-Tech Research Group9 9 Outcomes From This Phase Section Steps The scope of Phase 1: Launch the MMS Selection Project Where are you in your MMS selection project? Step 1: Assess the Value and Identify Your Organization’s Fit for MMS Technology Identify the value of an investment in MMS technology. Identify the business and IT drivers behind your MMS procurement. Assess your organization’s readiness for a technology investment in a dedicated marketing management suite. Step 2: Build Your Procurement Team and Project Plan Create a project plan to support your evaluation and selection of an MMS solution. Select a procurement vehicle that will support your organization’s selection process. Determine the resourcing requirements associated with the project. Identify project metrics. Create project oversight. An approved project charter and successful launch of the MMS selection project. Launch the MMS Selection Project Vendor Landscape – Analyze MMS Requirements and Shortlist Vendors Select an MMS Solution Plan the MMS Implementation You Are Here MMS solution selection, implementation, and adoption will only be successful if the solution is aligned to and approved by the business. Ensure this alignment and support by engaging the business from the beginning as part of your project team and project oversight. Info-Tech Insight

10. Info-Tech Research Group10Info-Tech Research Group10 Let our analysts guide you through this phase Guided Implementation 1: Launch the MMS Selection Project Time for Completion: 1-2 weeks Step 1: Assess the Value and Identify Your Organization’s Fit for MMS Technology Identify your fit for MMS technology. Understand the value of an MMS solution investment. Assess whether your organization requires a dedicated MMS (versus core CRM). Activities Identify the drivers behind your marketing technology agenda. Assess your fit for a best-of-breed MMS. Step 2: Build Your Procurement Team and Project Plan I dentify staffing needs for your MMS selection project. Activities Determine resourcing for your selection team. Identify your project’s oversight. Tools & Templates MMS Procurement Project Charter Template Create a project plan that outlines the steps and activities included in evaluating, selecting, and implementing an MMS solution. Activities Outline a project plan and identify project milestones. Identify project metrics. Select a demo process. Phase 1 Outcome: Launch of your MMS selection project. Complete these steps on your own, or call us to complete a guided implementation. A guided implementation is a series of two to three advisory calls that help you execute each phase of a project. They are included in most advisory memberships. Call 1-888-670-8889 or email GuidedImplementations@InfoTech.com for more information.GuidedImplementations@InfoTech.com

11. Info-Tech Research Group11Info-Tech Research Group11 Step 1: Assess the Value and Identify Your Organization’s Fit for MMS Technology Launch the MMS Selection Project Vendor Landscape – Analyze MMS Requirements and Shortlist Vendors Select an MMS Solution Plan the MMS Implementation You Are Here

12. Info-Tech Research Group12Info-Tech Research Group12 Info-Tech Research Group Helps IT Professionals To: Sign up for free trial membership to get practical solutions for your IT challenges www.infotech.com Quickly get up to speed with new technologies Make the right technology purchasing decisions – fast Deliver critical IT projects, on time and within budget Manage business expectations Justify IT spending and prove the value of IT Train IT staff and effectively manage an IT department “Info-Tech helps me to be proactive instead of reactive – a cardinal rule in a stable and leading edge IT environment. - ARCS Commercial Mortgage Co., LP Toll Free: 1-888-670-8889