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August 17, 2013

Good Software

What makes marketing project management software different from regular project management software? In the case of many vendors, there isn't much difference. However, well designed specialty software tools for managing marketing projects have the following common attributes:

- Visual deliverables. Marketing projects revolve around items that the buyer will eventually see. Thus, the heart of a good tool is the ability to view and provide feedback on visual assets.
- Low overhead. Marketers manage lots of projects all the time. It has to be fast and simple to establish new projects and easy to manage multiple projects at the same time.
- Best Practices. Some marketing teams have best practices and some don't. A good tool allows a team to capture and refine best practices over time. As Leigh Duncan points out "Marketing credibility is dependent on skills and proficiency, organization and clearly defined process". But, marketing processes are never steady state so you need a way to implement changes as your processes evolve.

In addition to the above, if you can find a solution that is easy to learn and fast to implement, you've got yourself a winner.