QUESTION 1: WILL THE PLATFORM GROW AND SCALE WITH MY BUSINESS?
Sure, the solution fits your core needs right now, but the entire point of marketing automation is that it helps you to grow and scale your marketing in order enable the growth of your business. How will your solution adjust if you succeed?
QUESTION 2: WILL I BE ABLE TO QUICKLY TRAIN AND RAMP UP OTHER USERS?
Ease of use is a critical consideration when it comes to choosing a marketing automation platform that will scale with your business.
QUESTION 3: DOES THE VENDOR WORK WITH OTHER BUSINESSES SIMILAR TO MINE?
If a vendor works predominantly with businesses like yours, their future focus is going to be on meeting the needs and pain points of (you guessed it) businesses like yours.
QUESTION 4: WHAT INNOVATIONS DOES THE VENDOR PLAN TO FOCUS ON IN THE FUTURE?
Don’t be afraid to ask vendors about the larger vision for their product and company, and make sure your dollars are going back into innovations that will help grow your business.
I wouldn’t put too much stock into #3, and I’d replace it with what type of staff do I need now and later to manage the application. RE #4: have a list of innovations on your wish list as you search for vendors, e.g., predictive, personalization, data management, etc.