Lead-To-Revenue Management Automation Made In Europe

Well, it finally got published by Forrester! Peter O'Neill here and my long-promised overview of lead-to-revenue management (L2RM) vendors "Made in Europe" got out last week. We were delayed because I had to wait for my US colleague to publish on some of our research ideas on L2RM automation in her introductory report, to which I refer in my report - and she had to negotiate her text around the wishful thinking of around 45 different vendors, all of whom have their own view of a L2RM architecture. That meant that my research done in the summer of this year may look a little out of date. But I fully expect to be able to update this report for Q2 2012 in response to many other European software vendors briefing me on their experience with tech marketing customers.

Anyway, without any further ado, here is the list of European vendors I did feature. The report goes into more detail, of course, on each vendor. I have also included a list of those North American L2RM automaton vendors who have offices in Europe.   

The report also notes that "marketing itself is definitely not one of the strengths of most European vendors." I was quite surprised to hear from vendors that declined to be interviewed for the report. We have a vendor of what they call "social CRM" who claims that they are not in this business. I also had to endure many scientific or engineering style presentations about "semantic combination" or "correlating interests." I am a little worried that they will not be able to sustain their presence and get sucked up into an acquisition wave as the L2RM market consolidates. However, as someone already pointed out, that may be the exit strategy of some vendors. But even so, there is room for improvement. 

Anyway, if you are a European vendor who was not included and sell to technology vendors or service providers, I would like to hear from you. I look forward to it.

Always keeping you informed!

Peter