tag:blogger.com,1999:blog-34368959.post3543398638567269360..comments2024-03-25T04:32:02.396-04:00Comments on Customer Experience Matrix: How Do You Classify Demand Generation Systems?David Raabhttp://www.blogger.com/profile/03489754392712536104noreply@blogger.comBlogger2125tag:blogger.com,1999:blog-34368959.post-47343950884569928122008-07-30T12:38:00.000-04:002008-07-30T12:38:00.000-04:00Thanks Landon. You're right that it's a features ...Thanks Landon. You're right that it's a features list. The trick is to find features that determine whether a system is suitable for a particular set of marketers.<BR/><BR/>The bake-off approach is very hard to pull off. But I've seen it done, and it's less helpful than you might think. Finding that one system lets you work, say 20% faster than another is just one factor in a decision. And trying to come up with a single number the combines speed with program quality is even worse, since it assumes everyone has the same needs to begin with. <BR/><BR/>No matter how hard people try to avoid it, they really must identify their own requirements, weight those by their own priorities, and judge individual systems against them.<BR/><BR/>Incidentally, I'm about to add a longer and somewhat more formal version of this post to my article archive at www.archive.raabassociatesinc.com.David Raabhttps://www.blogger.com/profile/03489754392712536104noreply@blogger.comtag:blogger.com,1999:blog-34368959.post-90000209679487155502008-07-30T12:01:00.000-04:002008-07-30T12:01:00.000-04:00Yeah, this is a bit better than the magic quadrant...Yeah, this is a bit better than the magic quadrant or whatever... but it also seems like a sort of glorified features table. And I think you're right that features don't get to the heart of the matter for most companies.<BR/><BR/>Although this'll never get done, I'd suggest a Pepsi challenge. Er, rather, an automation-off.<BR/><BR/>Three events: small-biz, midsized, and enterprise. The difference being the complexity of the marketing system to be created. That is, small-biz includes email and direct mail, midsized adds landing pages, voice broadcast and ROI tracking, enterprise adds campaign planning, SMS, predictive modeling, MRM.<BR/><BR/>All players with experienced jockeys, a multi-step multi-media campaign for all to create, a stop watch, and judges.<BR/><BR/>Because, really, a good chunk of what we do is supposed to make life easier for marketers. The other chunk is that we're supposed to make previously impossible lead management systems both possible and doable by your average marketing person - not a tech guy.<BR/><BR/>So, one factor would be 'speed to complete'. Then the judges would weigh on the completeness of the system built, the depth of contingency planning, and any other goodies that were thrown in. Maybe a report or two.<BR/><BR/>Just like Olympic gymnastics... the difficulty multiplies the score.. and longer time reduces it somehow.<BR/><BR/>That would be the ranking system I'd like to see.<BR/><BR/>While we're at it, I wouldn't mind seeing the same thing for CRM systems...<BR/><BR/>Cheers,<BR/><BR/>LandonLandon Rayhttps://www.blogger.com/profile/17883702305740546744noreply@blogger.com