Writing a marketing automation requirements document is an important part of building the case for buying and implementing a marketing automation solution.  One of the biggest challenges is articulating your needs in order to secure internal buy-in from IT, the web team, and other stakeholders.

Marketing Automation Requirements DocumentThis resource, a practical guide to “writing a marketing automation requirements document“, is meant to provide you with sample content and structure for your own Marketing Automation Requirements Document, and includes clear, simple articulation of the most common business and technical requirements a marketing team will need to articulate. You are welcome to copy and repurpose as much of this document as you like. It is organized into a number of helpful sections outlining key marketing automation requirements:

Business Requirements

  • Automation
  • Email
  • Forms & Landing Pages
  • Activity Tracking
  • Sales CRM Integration

Technical Requirements

  • Marketing Database
  • Email Marketing
  • Reporting

Writing a marketing automation requirements document

Implementing a marketing automation solution is a key element of accomplishing current marketing and company objectives.  The ability to effectively engage in and track interactive relationships is essential to successfully attracting new qualified prospects, nurturing leads, and determining sales readiness. The capability to measure and optimize content engagement and marketing program performance is essential.

This document is meant to provide you with sample content and structure for your own Marketing Automation Requirements Document, and includes clear, simple articulation of the most common business and technical requirements a marketing team will need to articulate.
There are quite a few options in the market for marketing automation tools.  Some of the more popular ones include (in no particular order) Silverpop Engage, Eloqua, Pardot, Genius.com, and Marketo.  They have widely varying price points and levels of complexity when it comes to implementing and using. 
For a business group that`s starting from scratch, we recommend looking at one of the lighter tools that will deliver the core features needed without too many bells and whistles.  Once you get a feel for how you want to use the tool, you will be able to decide if you want to stick with your original choice or move up to something more complex and expensive.