BACKGROUND: Witness Systems, Inc. provides recording and analysis software that enables companies to enhance their customer interactions across multiple communications media. Witness Systems' software is deployed by contact center managers as a training tool to improve the performance of agents, helping companies deliver world-class service. Results enable organizations to monitor and analyze their sales and service performance.
PLATFORMS: Aprimo Marketing runs on Microsoft Windows NT, Internet Explorer 5.0 browsers.
PROBLEM SOLVED: Witness Systems is on a fast growth track that challenges the marketing department to keep up with demand for services. We needed a better way to manage the growing list of day-to-day marketing tasks and to gain insight into which campaigns were successful. Aprimo Marketing integrated all marketing tactics in a seamless central repository and automated complicated processes, enabling us to optimize our marketing organization and keep up with growth. In just a few months, we have increased our workload 20 percent without increasing staff or adding external resources.
PRODUCT FUNCTIONALITY: Witness Systems uses Aprimo Marketing to gain a strategic, consolidated view of all marketing activities. Deployed on the Web, Aprimo provides a common platform that enables real- time central management of all marketing activities. Before Aprimo, we used different, non- integrated systems and tools. Now we are able to share information and maintain one database, and we have up-to-the-minute insight into how our campaigns are progressing. We rely on Aprimo Marketing to measure the success of marketing campaigns. We are able to provide facts to substantiate our marketing activities, so we can show the value of our programs to our management team. We found we had over-budgeted for activities due to our inability to correlate marketing expenses with activities in real time. Aprimo Marketing automates tasks and creates templates based on best practices. Now, when a new trade show is planned, the events manager simply indicates the date of the show and Aprimo Marketing assigns due dates to tasks in the template.
STRENGTHS: Aprimo Marketing enables us to plan, execute and analyze a variety of campaigns and marketing activities. Its strong planning module enables centralized marketing plans, goals and objectives. The sophisticated interaction workflow engine facilitates the management of relationships with prospects, customers, suppliers and employees. The Web-based architecture speeds deployment and reduces strain on IT.
WEAKNESSES: Aprimo Marketing is not fully supported on the Macintosh platform and lacks support for multiple currencies and multiple languages in a single database. (Both issues will be addressed in the next release.)
SELECTION CRITERIA: We selected Aprimo Marketing because we can consolidate all activities and information into one system accessible by everyone on our marketing team from any location. It is a marketing management platform that integrates the entire planning, implementation and analysis process. Every aspect of running a marketing campaign is incorporated, including identifying and adhering to objectives, approving creative concepts, managing the marketing supply chain, capturing and utilizing best practices, and measuring the true costs associated with campaigns.
DELIVERABLES: All the information we need is centralized and accessible to everyone in our marketing organization. The system is integrated, so changes made to a document are reflected throughout Aprimo Marketing. The automated workflow allows us to create templates of frequently performed activities, which automatically populate due dates and tasks. The reporting/analysis feature shows the success of our activities in many different ways.
VENDOR SUPPORT: The support provided by Aprimo has been second to none. We experienced a seamless transition from the pre-sales pilot to full product implementation. The product has been so intuitive that we have rarely contacted Aprimo for assistance. However, Aprimo has been very responsive in any interactions that we have had.
DOCUMENTATION: Documentation is intuitive and comprehensive. A help button on every page provides succinct, context-sensitive support. Related topics provide in-depth coverage and examples of how to use the features.
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