Forrester just published The Forrester Wave™: Lead-To-Revenue Management Platform Vendors, Q4 2016. Our research uncovered a robust market in which Act-On, Adobe, IBM, Marketo, and Oracle lead the pack; bpm'online, HubSpot, Salesforce, and Salesfusion offer competitive options; and CallidusCloud and Right On Interactive are Contenders. Forrester’s Wave ™ process is comprehensive (we evaluated the products across 36 different criteria); rigorous (the process comprises executive briefings, detailed product review and demo, all validated with customer references); and completely transparent (each criteria is graded on a 0-5 scale with the scale explanation openly published). There’s no hiding in the Forrester Wave ™ process – for the vendor, or for the analyst. As the lead analyst on this research I want to thank the marketing and product marketing teams of the vendors who participated in the Wave research process.
Our last Forrester Wave ™ analysis on L2RM platforms was published in 2014 and we found significant differences in:
- Practitioner motivation:
B2B marketers are moving beyond revenue performance to life-cycle customer engagement
- Platform maturity:
Support for advanced B2B marketing practice is the differentiator with marketing practitioners looking for their marketing operating system.
- Marketplace adoption:
There’s a lot of runway in the L2RM Platform Market.