Making the Cut: Should Salesforce Make Your Marketing Automation Shortlist?


Salesforce.com is the cloud computing darling of customer relationship management (CRM) software. They have significant control of mind share in that space, and their legacy in customer service and sales force automation softwareis strong. However, CRM is a trifecta. It is made up of sales, service and – wait for it – marketing! So, where does Salesforce.com stand as a marketing automation solution?

Marketing Automation Software Guide decided to answer this question. Up front, Salesforce.com will garner appeal because the marketing app is bundled with the Sales Cloud 2 product. You can’t argue with a free app. However, there are several best-of-breed players in the market that have developed robust, feature-rich systems that can handle the most sophisticated marketing strategies. So, when should Salesforce.com make your marketing automation software shortlist? When should you look elsewhere?

To answer these questions, MASG evaluated the system by looking at product functionality. They assessed the seven high-level functions of a marketing automation, identifying capabilities and gaps. You can view the chart on their blog post here.

For a more in-depth analysis, you can visit the MASG blog. However, the verdict is that Salesforce.com is a great place to start with marketing automation. It has the necessary tools and capabilities for very basic marketing activities such as limited email marketing and campaign management. However, as your company grows, your marketing activities might need to scale as well. In this case, we suggest seeking out a best-of-breed vendor, such as Marketo, Eloqua, Manticore Technology or the wide variety of other systems. These vendors have sophisticated features and processes that can meet the needs of marketing teams in any size organization.

For questions and comments, feel free to contact the author via email: lauren@softwareadvice.com

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