Let’s face it: In this economy, justifying new investments can be tough. Most companies are in belt-tightening mode, not shopping mode. And budgets are getting leaner. But sometimes it makes sense to invest. The recession won’t last forever. Forward thinking companies are already thinking about how to prepare for the upturn — in fact, many are marketing their way through the recession, taking advantage of low media prices and a relatively stark competitive landscape in order to better stand out and gain market share. Learn more today!
Making the Business Case for
Enterprise Marketing Software
MAY 2009Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2Suggested Outline for Making your Business Case . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3Relevant Industry Statistics to Support your Case . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5Real-Life Client Results. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10Downloadable Slides to Use when Making your Case . . . . . . . . . . . . . . . . . . . . . . . . . . 10
1 MAY 2009IntroductionLet's face it: In this economy, justifying new investments can be tough. Most compa-nies are in belt-tightening mode, not shopping mode. And budgets are getting leaner.But sometimes it makes sense to invest. The recession won't last forever. Forward-thinking companies are already thinking about how to prepare for the upturn - infact, many are marketing their way through the recession, taking advantage of lowmedia prices and a relatively stark competitive landscape in order to better stand outand gain market share.Two other One area that analysts are encouraging marketers to continue to invest in is infra-important factors structure, including enterprise marketing automation software. When business isprospering, infrastructure upgrades can feel like trying to change the tires on a carmake now a good going 60 MPH. When the car stops, it's easier to change the tires.Two other important factors make now a good time to invest in marketing automa-time to invest tion software: the need for improved efficiency and the need for hard data on market-ing results, both of which are amplified during uncertain economic times. How canin marketing you defend your budget without good data on what you're accomplishing?
automation If your CEO walked in your office right now looking for hard data on marketingresults, could you provide it on the spot? For most marketers, the answer is, "No."software: the It's no wonder CEOs and CFOs are skeptical about the value of marketing.Make no mistake about it: around the world, marketers are being asked to justifyneed for improved their existence. There are two chief ways a marketing organization can impact thebottom line: one is to reduce costs, and the other is to boost revenue. To survive thisefficiency and recession with your job intact, you need to be exploring one, or ideally both, avenues.Because it helps you target your marketing efforts more accurately, marketingthe need for hard automation software drives improved effectiveness and response rates and higher-quality leads, and that means higher revenue. Because it automates recurring tasks,data on marketing marketing automation software also reduces costs, which translates to higher mar-gins. And because marketing automation software helps you better manage assetsresults, both of - both objects and people - it helps improve efficiency.
which are amplified In this paper, we provide valuable tools, including industry research/statistics, abusiness case outline, and a presentation outline; these are all geared to help youduring uncertain make the business case for purchasing an enterprise marketing automation solution- from situation analysis through expected results.economic times. As marketers ourselves, we understand that third-party validation and hard results willhelp you make your case internally. So we've compiled research excerpts and directquotes from leading analyst firms and companies like yours that have implementedenterprise marketing automation software, and have results to share. Each statistic orquote is cited, and links to all source content is provided (though please note thatmany of the original research documents are available only to clients of the respectivefirms). Please be sure to properly cite the original source for any statistics you use.At the end, you'll find a link back to the Neolane web site where you can downloadaccompanying presentation slides containing some of the most compelling research.We've made them available so you can insert the content directly into your ownpresentations (again, please note that you must keep the original source informationintact).So how do you find the money? In this paper, you'll find an excerpt from an excellentForrester Research report titled, "How Direct Marketers Can W... [download for more]
