Marketing management will likely be focused on two things and those are what are the results, and if the results are not what we had anticipated, how fast can we be alerted to this and what can we do to correct or improve?
You will want to have the ability, as it relates to e-mail campaigns, to track messages sent, attempted, and bounced; messages viewed; linked images clicked; click-through links that direct to landing and other pages; opt-outs; leads created; contacts created; and who this lead has been assigned to.
Similar results will be available for social campaigns, although much of this information will be gathered by website analytics such as Google Analytics and/or via link-shortening and tracking services such as bit.ly, Buffer, or Hootsuite (dependent on what you will use to conduct your social campaigns). Data from these services may or may not need to be hand entered into your SCRM. However, third-party marketing automation services (such as Marketo...