Gartner Research

CRM RFP Pro Forma Requirements Template for Marketing

Published: 07 May 2001

ID: G0097918

Analyst(s): Colleen Amuso, Mitchell R. Nitzan, Wendy S. Close, Tom Berg, Ed Thompson , Gareth Herschel , Beth L. Eisenfeld


Management Summary Customer relationship management (CRM) is a customer-focused business strategy designed to optimize profitability, revenue and customer satisfaction. To realize CRM, organizations must implement collaborative enterprise processes and technologies that support customer interactions throughout all channels. This report is the first in a series and provides a pro forma requirements template for a request for proposal (RFP) for marketing functionality -- one of the domains of CRM. Enterprises requiring templates of pro forma requirements for sales and customer service and support (CSS) should refer to the following companion reports: o "CRM RFP Pro Forma Requirements Templates for Sales" o "CRFM RFP Pro Forma Requirements Template for Customer Service and Support" All enterprises pursuing CRM should review the general CRM overall requirements matrix and questionnaire included in "CRM Software Requests for Information and Requests for Proposals." The following material is intended to be a listing of the most commonly requested or desired functionality to support the marketing business function. Each enterprise has different needs and business requirements; therefore, not all functionality listed will be important or required for every enterprise. The requirements listing in this report is to be used as a guide. Enterprises should review the desired functionality carefully and tailor their RFP or request for information (RFI) accordingly. In addition, enterprises may need to add functionality capabilities to the listing, as it is not an all-inclusive list and serves as a guide only.

Table Of Contents
  • Management Summary
  • Corporate Literature
  • Marketing Content Presentation
  • Marketing Logistics Information
  • Marketing Content Search and Organization Features
  • Product Information
  • Campaign Management — Segmentation Analysis Requirements
  • Campaign Management — Planning Requirements
  • Campaign Management — Execution Requirements
  • Campaign Management — Tracking Requirements
  • Database Marketing
  • E-mail Management Functionality
  • Call Scripting for Marketing Campaigns
  • Fulfillment Tracking
  • Online Interface for Web Marketing
  • Web Marketing Leads Management
  • Web Marketing Subscriber Profiles
  • Promotions Supported Through Web Marketing
  • Lapsed Customer Review and Management
  • Profiling That Supports Subscriber Management
  • Subscriber Service and Selling
  • Marketing Directed Toward Supporting Subscriber Management
  • Target Household Information
  • Event Management Support via Handheld Devices
  • Acronym Key

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