Consider Integration Points and Technical Architecture

Don't Take Designing Your Technical Integration and Architecture Lightly

As you begin to identify the business process improvements and calculate your return on investment, you will certainly want to determine the level of complexity required for implementing a marketing automation software as it relates to your other software platforms and web properties.

The most common configuration for marketing automation only has two primary points of integration: Customer Relationship Management (CRM) and a web site.  Fortunately the most popular marketing automation software platforms integrate with the most popular CRM platforms out of the box.  The integration with a web site is usually the simple placement of a piece of code on each web page.  Simply confirm those requirements and you are on your way.

More complex configurations may include integration points with Enterprise Resource Planning Software (ERP), multiple web properties, or lessor known (possibly homegrown) CRM systems.  In some cases the landscape is changing rapidly and companies are pursuing a social media strategy that they would like to integrate with marketing automation.

As part of your process, it is important to confirm that the use cases you defined will be accomplished with the marketing automation platform you select. If there are specialized integration requirements, advanced creative web requirements, or multiple web properties you may want to consult with technical resources that have done those types of projects before.

The Pedowitz Group has been fortunate to lead and successfully implement the most cutting edge solutions for companies both large and small.  If you are unclear as to the level of complexity or cost for your specific project, please contact us for an analysis.