InsightIQ Blog

Marketing Automation - Are you ready for an upgrade? Part I of II

Aug 26 2009

As the head of CSG Quaero's Marketing Automation practice, I receive a lot of questions about the various solutions available in the market today; but the most oft-asked question is, should we upgrade our current marketing automation software to the newest version?

I usually answer that question with a question: Are there new features that you are interested in or have been waiting for? Naturally, most users have an upgrade wish list, but what they are really asking are these two basic questions: Will the new features help me do my job better and are there any risks associated with upgrading?

Before we discuss the topic of upgrades, let's make sure we have our terminology right by separating the concept of "upgrades" into two categories:

Service releases/bug fixes
New software versions

Service releases (or point releases) are typically intended to fix bugs or do minor cleanups rather than add new features. For these releases, you should first assess the upgrade in a test environment (following a defined User Acceptance Plan) and then when ready, elevate it to production. It is a good practice to remain current with these releases as they are usually designed to make your software more stable and reliable.

For new software versions, however, you need to invest more time to make a thoughtful, well-informed decision about upgrading (when/if/how). Two key considerations are:

Is my current version still supported? Most marketing automation software companies support at least one previous version, but rarely more than two generations back. To see if your version is supported, review your maintenance agreement or just check with the software company's support team. Keep in mind that when your software is no longer supported it may be difficult to address issues. This can lead to business interruption and frustration on your users' part when problems arise.
Does the new version have features to make my job more efficient? Most software releases include a slew of new features to extend functionality and make your job easier. Be sure to examine the release notes of the new version and have an applications expert demonstrate the new release to the user base so you (and your team) can fully understand the upgrade impact. Upgrading just for the sake of having the latest-and-greatest can be a terrible mistake. I have seen numerous cases where feature upgrades have led to unanticipated loss of capabilities, as well as disruptive changes in business processes. All could have been avoided easily with just a bit more homework.

Having a keen awareness of the impact that each new software feature will provide before undertaking the upgrade will allow you to plan for any process changes and improvements that may result. Disruptive change can be particularly true for marketing automation software that evolves, as most do, to combine the features of previously separate modules. For example, a leading EMM provider is combining the interface of its campaign and MRM modules for a tighter, more logical integration. This upgrade will radically change the way all users leverage the application and manage cross functional tasks. Taking a well-orchestrated and detailed change management approach with an agreed UAT plan will certainly speed your ability to leverage the new features and avoid business interruptions.

In part II, we'll assume you've made the decision to upgrade and discuss best practices for determining the "when" and the "how" of upgrading.

In the meantime, feel free to email or comment below with any questions.

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