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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