Remember that marketing automation is a strategy first and a tool second, and that it is different for every organization based on your unique needs, objectives, and technology environments. Before you begin searching for a solution, gather the stated requirements of the prospective users of the marketing automation solution--each requirement should be necessary, verifiable, attainable, unambiguous, complete, consistent, traceable, concise, and uniquely identifiable. As the project manager, it's your job to distinguish “stated” requirements from “real” requirements. It's also important to identify the specific ways marketing automation will benefit your organization compared to the current processes, or compared to implementing an alternative solution or existing solution (in our case, ExactTarget). I recommend thinking of the benefits of a marketing automation solution in terms of three main categories: 1) business process efficiency improvements; 2) strategic benefits that are less tangible, but nonetheless important to the organization; and, 3) cost savings (if applicable).