Salesforce Pardot

Unified Sales and Marketing Funnel

Unify disconnected account data from various marketing and sales tools to provide on single view of an account.

Personalization/Audience Targeting

The ability to display certain content types in a given channel endpoint based on audience demographics (known profile) or traffic attributes (unknown profile).

Customer Journey Modelling

The ability to effectively model and display customer behaviors or journeys through multiple channels and touchpoints.

Multichannel Campaign Management

Orchestrate and communicate marketing and sales offers to accounts across various channels such as social, email, websites, text etc.

Account Analytics & Measurement

Ability to track, analyze and measure account targeting metrics such as buyer intent, engagement, web visits, form completions etc.

Account-Based Advertising

Engage buyers with highly targeted digital ads, personalized to key decision-makers.

Team Alerts

Ability to inform sales or other teams through real-time alerts into account-based activities.

Artificial Intelligence / Machine Learning

Using AI or ML to provide scoring data, sales intelligence, automated alerts, account prioritization, conversion predictability etc.

Ease of Implementation

Successfully implementing new software is necessary to realize its full value and promote end user adoption. This data indicates whether or not the product is easy to implement.

Quality of Features

Feature quality is just as important as quantity. Use this data to determine if this product will do what you're purchasing it to do, easily, intuitively, reliably, and effectively.

Usability and Intuitiveness

End user learning curves cost the organization money. Pay attention to your end users' technical ability to determine how important UX is in your purchase.

Availability and Quality of Training

Effective and readily available training enables users to get the most out of the software you've chosen. Use this section to make sure your vendor's training programs and materials measure up.

Breadth of Features

Users prefer feature rich software that enables them to perform diverse series of tasks. This data expresses user satisfaction with the product's breadth of features.

Business Value Created

Software needs to create value for employees, customers, partners, and, ultimately, shareholders. This data expresses user satisfaction - or lack thereof - with the product's business value.

Ease of IT Administration

This data indicates whether IT personnel will be able to resolve issues and perform configurations efficiently and effectively.

Ease of Data Integration

Use this data to determine whether the product will cause headaches or make data integration easy.

Ease of Customization

Don't get bogged down in a difficult customization; use this data to make sure you can easily achieve the functionality you need for your particular situation.

Product Strategy and Rate of Improvement

Vendors who don't stay on top of emerging needs and trends won't enable you to meet your business goals. Use this data to separate innovators from imposters.

Vendor Support

The importance of vendor support will vary for each organization depending on internal capabilities, but there will always be issues that only the vendor can resolve.