April 8, 2024

Image created by DALL·E, an AI model developed by OpenAI.

Baseball, Hot Dogs, and Tips for Buying Marketing Software

CRM and marketing automation SaaS solutions have long used some version of the “get them hooked and then hit them with the add-ons” sales approach, but it seems to have become more common and complex lately. It reminds me of a baseball game I once saw…but more on that at the end.

Following are tips to help marketers at small- mid-sized organizations navigate the game of tiers and add-ons.

Check Payment Terms Up Front. The monthly price that’s quoted sometimes isn’t. Some software providers offer a monthly purchase option for a higher price in addition to a discounted price for an annual subscription, but some others attract interest by quoting a monthly fee when an annual commitment is required.

If cash flow is a factor in your decision, confirm the payment options before spending a lot of time researching and demo-ing the software.

Ask About Set-Up Costs. Also, many firms don’t include one-time set up or configuration fees in their online or initial quotes. Ask up front about these costs.

Scrutinize Limitations of Lower Tiers. Almost all CRM and automation software is sold in tiers. Look carefully at the limitations of the tier you are purchasing, including both functionality, such as limits on customizations and reports, and quantity, such as maximum number of contacts in the database, limits on API calls, etc.

The best way to do this is to have your requirements, processes and workflows mapped out in advance and check that the tier you are looking at has all the functionality you need to get the job done.

Be Wary of Third-Party App Integrations. Be wary of using third-party apps to fill in missing functionality. Use online resources to carefully research how well the integrations work. (Often not that well.)

Consider Consulting Costs. If you decide to go with a higher tier of a software solution, investigate how much of the added functionality is truly out-of-the-box and how much will require external consultants to get the software to really perform how you need it to. Hiring a good consultant can save a lot of time and money in the long run, but make sure to factor the cost in up front.

It all reminds me of a baseball game on TV a while back. It was free hot dog day at the stadium, and one of the fans in the TV shot directly behind home plate was sitting there unaware that he had a big blob of mustard on his face. The announcer joked, “That’s how they get you. The hot dogs are free, but napkins cost $10 a piece.”

Buying marketing software can feel a lot like that.

For assistance researching, purchasing, and configuring CRM and marketing software, contact us.