1. It’s Just A Shiny New Object

Sometimes a new software program or tool is like a shiny new object that seems like it can be the answer to all of life’s problems.  But if you don’t spend enough time researching the ins and outs of the tool, such as the terms of the software agreement, the levels of support they’ll provide you with, and the costs of customization, it may not end up as useful, or as cost-effective, as you originally thought.

If a software offering seems too good to be true…it might be. Make sure you spend the time to learn everything you can about it: ask for demos, ask for references from other businesses like yours who are already using the platform, and ask for contracts and pricing information at the beginning – so you can know right away if it is or isn’t a fit. Most software companies nowadays also offer free trials, so if that’s an option you should definitely take advantage of it, before committing with a signature.

Never purchase a software tool on a whim, and you’ll avoid waking up a week later with buyer’s remorse!

2. No Committed Resources

Implementing a new software tool, no matter how small or big it is, requires a certain time and resource commitment.  If you hand over a cheque for a new program, but don’t have the resources committed to get it off the ground, then you’re asking for it to fail.  No matter how “user friendly” or “intuitive” a software program sells itself as, you still need to factor in the time it will take training, getting it running, continuing to use it, and seeing results.

3. Integration to Existing Tools

You can’t just implement an entirely new tool and process and just hope it will naturally piggy-back itself on to what you already have in place. You need to plan how the new software will integrate into your already existing tools, infrastructure, and processes; if the new software promises to increase leads by 150%, is your current sales organization setup to handle this increased flow of leads? Do you have enough manpower or a CRM powerful enough to ensure these new leads are being properly qualified, and that your database isn’t being neglected because of it?

A holistic view of the sales and marketing process and it’s current strengths and weaknesses will help you to understand how to integrate the new with the old (or phase out the old with the new).

4. The Tool Isn’t the Process

Unless you’ve found magical software that replaces the human brain, then you need to understand that the tool is not necessarily the process.  Most software platforms, as advanced as they may be, actually can’t run on their own and with little to no monitoring or on-going efforts. Some marketers make the mistake of thinking that they can fill out some basic info and parameters to get the tool running, and then step back and let it take care of things from there…but the reality is the software will usually make the processes easier, more efficient, and more effective, but the tool isn’t the process itself. 

5. No Campaign Objectives

Sales and marketing teams are driven by data and analytics. You can only truly decide if a software platform is the right choice for your business if you really understand the objectives that you’re aiming to achieve. Your software investment must focus on actionable insight  – intelligence that lets sales and marketing teams make better decisions about what is working and what isn’t working.  The tool shouldn’t just offer analytics, but it should offer recommendations as to what you can do, or keep doing, to increase your ROI even more.

If you’re paying for a software platform or tool, you should be using it.  And if you’re not using it, then you should go through these 5 points to make sure you understand why, and how you can right that wrong, or make better decisions for software purchases in the future.  Marketing automation will make your life easier, as long as you do your due diligence before any contracts are signed, or any cheques are mailed to the vendor.

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