# CRM platform evaluation worksheet

Use with https://caldmartech.com/articles/crm-platform-comparison
Compare these customer engagement and activation platforms: Braze, Hightouch, MoEngage, Iterable, Customer.io, Klaviyo, Emarsys / SAP Engagement Cloud.

## Brief and architecture
- Primary business outcome and horizon:
- Source of truth for identity, consent and purchases:
- Current sender to retain or replace:
- Owner of audiences, decisions, journeys and delivery:
- Maximum permitted source-to-destination delay:
- Required channels, regions, brands and environments:

## Mandatory gates
| Requirement | Candidate | Evidence | Pass / fail / unproven | Owner |
| --- | --- | --- | --- | --- |
| Identity and source mapping | | | | |
| Channel permission and final eligibility | | | | |
| Entry, exit and re-entry behavior | | | | |
| Exports and investigation | | | | |
| Contract, location and required access controls | | | | |

## Event contract
For each event record: exact trigger, exclusions, customer or object ID, event ID, occurrence time, receipt time, schema version, destination mapping and test marker.
- Entry event:
- Goal event and business deduplication key:
- Consent change and stop condition:
- Retry, late arrival and stale-data handling:

## AI scope
- Assistant, workflow execution, predictive model or adaptive policy:
- Exact product / edition and account availability:
- Data it may read and changes it may make:
- Approved action bank, offers and no-send behavior:
- Objective, feedback and reporting window:
- Human launch approval and rollback owner:
- Holdout, sample plan and uncertainty method:

## Quote at expected usage and twice usage
Include active and retained profiles, objects, all channels, AI usage, warehouse compute, sender retained with an external layer, exports, support, implementation, migration overlap and recurring operations.
- First-year cost:
- Recurring cost:
- Overage rates and minimum commitments:
- Required add-ons and third-party fees:

## Pilot evidence
- Eligible customer and deliberate non-send:
- Consent revoked after entry:
- Goal arriving while a message is queued:
- Duplicate, late and out-of-order source events:
- Operator investigation using supported evidence:
- Stop, queue inspection, restart and stale replay prevention:
- Final decision and unresolved requirements: