Around 60 criteria for evaluating marketing automation systems - from security to functionality and cost. More useful information and downloads (including campaign briefing templates) at http://www.themarketingpractice.com/marketing-automation/

1. Criteria
Weighting
Implementation
System 1
(e.g. Marketo)
System 2
(e.g. Pardot)
System 3
(e.g. Silverpop)
System 4
(e.g. Eloqua)
50%
Speed to market
Credentials
Case studies
Support provided
Documented and structured consultancy-led offer
Internal (client) resource requirements/expectations
Security
100%
Data centre location and facilities (architecture)
Data hosting credentials and accreditations
Security documentation readily available
Clean data security record
Open to specific testing by client/third parties
Back-up and disaster recovery policies
Ongoing maintenance and monitoring
Regulatory compliance
Functionality
75%
User interface usability/ease of use/intuitive
Workflows
Campaign management
Landing pages
Web forms
Email templates (design, build and management)
Email deliverability
Inbox and spam checking
Personalisation and dynamic content
Testing ability
Cont’d

2. Criteria
Weighting
Data management
System 1
(e.g. Marketo)
System 2
(e.g. Pardot)
System 3
(e.g. Silverpop)
System 4
(e.g. Eloqua)
75%
Database management
Data integrity management
Lead scoring
Segmentation
Scalability (volume)
Marketing permission management (unsubscribes)
Subscription management
CRM integration
50%
Ease of integration approach/technical requirements
Real-time integtration/flow of leads
Bespoke integration rules
User view of MA activity from within CRM
Contact history and engagement tracking
Campaign tracking
Lead and opportunity management
Sales integration
Additional
50%
Future proofing/development cycle
Social media integration
Event management and webinars
SMS functionality
Ongoing support and training
Reporting
50%
Campaign reporting
Multi-channel integration/closed loop
Dashboards
Delivery mechanisms
Format/look and feel
Ease of set-up and deployment
Cont’d

3. Criteria
Weighting
Technical
System 1
(e.g. Marketo)
System 2
(e.g. Pardot)
System 3
(e.g. Silverpop)
25%
Technical resource/capabilities required
IP configuration
Reputation and credentials for B2B marketing
Cost
50%
Implementation
Monthly running cost
Licencing
Contract terms
Additional/hidden costs
Overall
Adjust weighting percentages based on client priorities. All ratings are based on a 1-5 scale when comparing all systems (5 - Great, 1 - Poor)
System 4
(e.g. Eloqua)