24 April 2009 Adam Sarner
Gartner RAS Core Research Note G00166621
Gartner RAS Core Research Note G00166621
Unica, SAS, Teradata and Oracle are leaders in the multichannel campaign management market. Infor CRM Epiphany moves into a niche position, refocusing on CRM in its installed base. Marketo enters the market in the fast-growing SaaS multichannel campaign management area, focusing on lead management.
The leading campaign management vendors provide breadth and depth in support of multichannel campaigns, and are facing continued pressure from the niche players that tend to be lower-cost and are increasing their capabilities and focus on addressable, two-way interaction channels, such as Web and mobile, with a software-as-a-service (SaaS) deployment option. New multichannel campaign management (MCCM) vendors are coming from the online space, such as e-mail marketing and Web analytics, and have "mind share" in the area. In addition, emerging niche players that are focused on the B2B market with specific processes, that is, lead management, show strong growth in a difficult economy. Marketers need to evaluate products and make trade-offs based on their key requirements and campaign management processes to be automated, because vendors offer strengths in different areas (for example. campaign type, channels or industries).
Figure 1. Magic Quadrant for CRM Multichannel Campaign Management
Source: Gartner (April 2009)
The leading campaign management vendors provide breadth and depth in support of multichannel campaigns, and are facing continued pressure from the niche players that tend to be lower-cost and are increasing their capabilities and focus on addressable, two-way interaction channels, such as Web and mobile, with a software-as-a-service (SaaS) deployment option. New multichannel campaign management (MCCM) vendors are coming from the online space, such as e-mail marketing and Web analytics, and have "mind share" in the area. In addition, emerging niche players that are focused on the B2B market with specific processes, that is, lead management, show strong growth in a difficult economy. Marketers need to evaluate products and make trade-offs based on their key requirements and campaign management processes to be automated, because vendors offer strengths in different areas (for example. campaign type, channels or industries).
Figure 1. Magic Quadrant for CRM Multichannel Campaign Management
Source: Gartner (April 2009)
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