Salesforce Pardot

Opportunity Pipeline Tracking

Ability of platform to ingest, track, and report on open sales leads or opportunities.

Email Marketing Automation

End-to-end management of email marketing: email templates, email previews, spam testing, A/B tracking, multivariate testing, and email metrics tracking.

Marketing Asset Management

Includes collaboration, check-in/check-out, and version control.

Marketing Project Management

Includes support for elements of individual project management such as phase, task, resource, duration and budget, with Gantt and WBS views.

Customer Journey Modelling

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

Marketing Analytics

Predictive analytics, machine learning, data ingestion and visualization; data segmentation; assign attributes to unstructured data; work from segmented data.

Mobile Marketing Management

Includes ability to manage SMS, mobile application marketing, and push notifications on a variety of end user devices.

Conversion Propensity Modeling

Ability to predict the likelihood that visitors, leads, and customers will perform certain actions and convert into sales.

Recommended Best Action

A customer-specific approach that proposes specifications (call cadence, content of email, etc.) for customers and how to implement such actions.

Social Media Marketing Management

Ability to push content and pull leads from popular social media networks and manage social properties; aggregate and analyze social data for trend reporting.

Ease of Data Integration

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

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.

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.

Ease of IT Administration

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

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.

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.

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.

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.

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.

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.