Landscapes, Portfolios, And Point Solutions (Oh, My!)

Rusty Warner

If you’re a marketer struggling to decipher the complicated marketing technology landscape of more than 5,000 vendors – and show me a marketer who isn’t – then I have some good news for you. It won’t be as easy as following the yellow brick road, but you can begin to make sense of today’s seemingly infinite array of enterprise marketing technology (EMT) offerings.

Two of my research areas at Forrester are Cross-Channel Campaign Management (CCCM) and Real-Time Interaction Management (RTIM). I field myriad inquiries on both, as they are critical, confusing, and conflated in terms of technology and vendor overlap. While CCCM primarily focuses on automating marketing-driven campaign strategies for outbound channels, and RTIM primarily focuses on next-best-action strategies for customer-initiated interactions via inbound channels, both rely heavily on systems of insight (customer data and analytics) and systems of engagement (automated content and interactions). And both cover multiple inbound, outbound, digital, and offline channels.

CCCM is evolving as marketers strive to align highly personalized marketing campaigns with customer-initiated interactions to drive deeper levels of engagement throughout the customer life cycle. I addressed this evolution in The Forrester Wave™: Cross-Channel Campaign Management, Q2 2016, which featured 15 leading vendors. Since the CCCM space is much broader, earlier this year I also published the Vendor Landscape: Cross-Channel Campaign Management, and it adds a further 32 vendors to the mix, categorizing them as enterprise, small, or regional players, and reviewing capabilities such as vertical expertise or content management.

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Catch The Enterprise Marketing Technology Wave

Rusty Warner

I am pleased to announce TWO new Forrester Wave™ reports for B2C marketers. Today we published the Forrester Wave™: Cross-Channel Campaign Management, Q2 2016 and the Forrester Wave™: Enterprise Marketing Software Suites, Q2 2016. The former will help you compare the 15 leading campaign management vendors, while the latter will help you evaluate 9 vendors that have assembled broader enterprise marketing technology portfolios.

Cross-Channel Campaign Management (CCCM)

Three of the four leading vendors – Adobe, Salesforce, and Oracle – base their CCCM solutions on email service provider acquisitions. All have expanded their cross-channel coverage, and their customer data management and analytics functionality continues to evolve. Conversely, SAS is the only leader among traditional CCCM vendors, because of its customer data management and analytics prowess, as well as evolving digital marketing capabilities.

IBM is a strong performer because of its enterprise CCCM and digital marketing capabilities, but it has yet to fully integrate its acquired assets. Similarly, Selligent is currently integrating its CCCM and digital marketing capabilities for the mid-market. Pitney Bowes and Pegasystems offer solid analytics and RTIM capabilities, though they lag the leaders when it comes to outbound digital marketing. SmartFocus, Emarsys, and Experian are challenging established CCCM and digital marketing vendors with their interaction-focused solutions. RedPoint Global offers customer data management and marketing automation to support CCCM execution.

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...Where Angels Fear To Tread

Rusty Warner

We all know the opening part of Pope’s often-quoted adage. Certainly some acquisitions in the enterprise marketing technology arena are now looking like foolish decisions. In yesterday’s 2015 trading update, SDL announced it will sell multiple products that are “non-core to its future strategy,” including social intelligence, campaign management, and its Fredhopper eCommerce recommendation engine. SDL paid $110 million for the first two solutions when it completed its acquisition of Alterian in early 2012. The SDL announcement echoes Teradata’s similar announcement in November to sell its marketing application division. Teradata acquired Aprimo in late 2010 for $525 million, and then added smaller acquisitions of eCircle, Argyle Social, Ozone, Apoxxee, and FLXone – the last pick-up coming less than one month before the sell-off announcement.

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