The document compares the Gartner Multi-Channel Campaign Management (MCCM) Magic Quadrant reports from 2012 and 2013, highlighting significant market changes and vendor movements. Key observations include the introduction of new entrants like ExactTarget and Selligent, while established players like Adobe and IBM either maintained or made minor adjustments in their positions. The analysis emphasizes the growing importance of digital marketing capabilities and user experience, urging vendors to innovate and adapt to a crowded and competitive landscape.

1. Page
§
1
JASONBARGENT.COM
COMPARING THE
GARTNER
MULTI-CHANNEL CAMPAIGN MANAGEMENT
MAGIC QUADRANT BY GARTNER
Jason Bargent
Sales and Marketing Leader
MCCM VENDORS
2013 vs 2012

2. Page
§
2
JASONBARGENT.COM
Mul7-­‐Channel
Campaign
Management
(MCCM)
May
2012
Mul7-­‐Channel
Campaign
Management
(MCCM)
May
2013
Multi-Channel Campaign Management
Gartner Quadrant - 2012 vs 2013
Click
to
Download
2013
Gartner
MCCM
Report
Click
to
Download
2012
Gartner
MCCM
Report

3. Page
§
3
JASONBARGENT.COM
2013 MCCM - The Movers and Shakers
(and those that stayed still or dropped)
Mul7-­‐Channel
Campaign
Management
(MCCM)
May
2013
Click
to
Download
2013
Gartner
MCCM
Report
Mul7-­‐Channel
Campaign
Management
(MCCM)
May
2012
Click
to
Download
2012
Gartner
MCCM
Report
`
Leaders
Visionaries
Niche
Challengers
The
Movers
and
Shakers
Stagnant
or
Decline
ü Crowded
and
Mature
Market
ü 2
New
Entrants
(ExactTarget
&
Selligent)
ü Only
3
Vendors
showed
significant
movement
(Adobe,
Neolane
&
Infor)
ü No
real
movement
in
Leaders
ü Leaders
need
to
innovate
further
and
develop
digital
capabiliPes
ü Salesforce.com
not
present
but
will
be
in
2014
with
acquisiPon
of
ExactTarget

4. Page
§
4
JASONBARGENT.COM
Vendor Summary – Cautions to Evaluate Closely
Vendor
Summary
of
Gartner
2013
MCCM
Cau7ons
Adobe
Offline
Channels
&
Capability
(Call
Centres,
Direct
Mail),
User
Interface,
Support
and
focus
towards
agencies
ClickSquared
Low
Mindshare
for
MCCM
&
Digital
MarkePng,
Momentum
of
growth
is
slowing
as
it
moves
to
SaaS
model
ExactTarget
E-­‐mail
centric
base
(60%),
AcceleraPon
needed
for
RealPme
AnalyPcs
and
Next
Best
Offer,
Long
ImplementaPons
IBM
ReacPve
customer
support,
Mid-­‐Market
will
see
Pghter
compePPon,
Need
to
demonstrate
on-­‐demand
success
To
differen
Poor
B2C,
Need
to
accelerate
investment
in
social
and
mobile,
UI,
develop
mindshare
outside
of
base
Marketo
Slow
customer
support,
roadmap
for
mobile
&
emerging
digital,
SPll
not
profitable
despite
2012
plans
to
breakeven
Neolane
Workflow
complexiPes,
Accelerate
digital
markePng
to
differenPate,
advanced
analyPcs
needs
developing
/
partnering
Oracle
Eloqua
So_ware
bugs,
Needs
more
support
for
complex
&
mulP-­‐channel
campaigns,
poor
direct
mail,
limited
B2C
focus,
roadmap
Oracle
Siebel
Digital,
Mobile
and
Social
capabiliPes
need
to
grow,
Delay
in
support
&
bug
fixes,
roadmap
Pitney
Bowes
Flat
growth
in
2012,
poor
Mind
Share
from
the
market,
integraPon
across
product
range,
no
Call
Centre
or
CRM
integraPon
Responsys
E-­‐mail
centric
base
(70%),
conservaPve
vision
&
roadmap,
maintenance
outages,
poor
analyPcs
&
mobile
markePng
SAP
Cost
and
value
challenges,
Poor
UI,
Strategy
–
must
drive
thought
leadership
to
grow
SAP
with
marketers
SAS
O_en
chosen
for
advanced
analyPcs
rather
than
strengths
in
campaign
management,
poor
Digital
MarkePng
strategy
SDL
Complexity
in
use,
long
Pmes
to
learn
the
placorm,
poor
support
outside
UK,
focused
towards
MSP’s
not
marketers
Selligent
Advanced
campaigns
(predicPve
analyPcs
&
real
Pme
offers),
B2C
focus,
poor
adopPon/support
outside
core
industries
Sitecore
Heavy
on
customisaPons
and
back
end
developments,
MS
centric
infrastructure,
Offline
channels
(call
centre
&
direct
mail)
Teradata
Roadmap
&investment
in
Digital
MarkePng
and
Social,
Dependency
on
classic
channels
(web,
email),
Support,
poor
B2B

5. Page
§
5
JASONBARGENT.COM
Gartner’s Observations – B2B or B2C focus?
Vendor
B2B
B2C
Comment
Adobe
Gartner
made
no
comment
of
B2B
or
B2C
focus
ClickSquared
X
Consider
for
B2C
mid-­‐size
wanPng
SAAS
ExactTarget
X
Acquired
Pardot
for
B2B
lead
management
IBM
IBM
will
see
increased
pressure
from
mid-­‐market
B2C
and
B2B
campaign
management
To
differen
X
X
Strengths
in
B2C
service
industries,
mostly
sells
to
B2B
manufacturers
Marketo
Gartner
made
no
comment
of
B2B
or
B2C
focus
Neolane
X
X
Neolane
conPnues
to
raise
mindshare
in
B2B
and
B2C
Oracle
Eloqua
X
Oracle
Eloqua
has
limited
references
for
B2C
Oracle
Siebel
Gartner
made
no
comment
of
B2B
or
B2C
focus
Pitney
Bowes
X
B2C
for
financial
services,
telecommunicaPons
and
some
retail
clients
Responsys
X
SaaS
only,
B2C
campaign
management
-­‐
email,
social,
mobile,
web
as
primary
channels
SAP
Gartner
made
no
comment
of
B2B
or
B2C
focus
SAS
Gartner
made
no
comment
of
B2B
or
B2C
focus
SDL
Gartner
made
no
comment
of
B2B
or
B2C
focus
Selligent
X
B2C
customer
base
and
is
skewed
toward
core
industry
clients
only
Sitecore
Gartner
made
no
comment
of
B2B
or
B2C
focus
Teradata
X
Consider
Teradata
if
you
are
a
large
B2C
seeking
MRM
in
MCCM

6. Page
§
6
JASONBARGENT.COM
Strengths
Cau7ons
§ Digital
marke7ng:
Adobe's
MarkePng
Cloud
provides
basic
and
advanced
online
capabiliPes
in
analyPcs
and
campaign
management.
The
Adobe
MarkePng
Cloud
provides
analyPcs
for
real-­‐Pme
segmentaPon,
customer
scoring
and
opPmizaPon
for
digital
channels,
such
as
social,
display,
search
video,
email
and
mobile.
§ Focus:
In
2012,
Adobe
refined
its
digital
markePng
strategy
and
consolidated
mulPple
offerings
into
the
Adobe
MarkePng
Cloud,
which
consists
of
five
disPnct
soluPons:
Adobe
AnalyPcs,
Adobe
Target,
Adobe
Experience
Manager,
Adobe
Social
and
Adobe
Media
OpPmizer.
The
company
simplified
its
pricing,
packaging,
SKUs
and
contracts.
In
the
second
quarter
of
2013,
Adobe
released
a
new
collaboraPon
environment
that
makes
it
easier
for
markePng
departments
and
agencies
to
collaborate
on
campaigns,
share
creaPve
assets,
and
provide
real-­‐Pme
updates
on
campaign
progress.
Dashboard
roll-­‐ups
report
on
key
performance
indicators
(KPIs)
and
campaign
achievements.
Adobe
strengthened
partnerships
with
SapientNitro,
IPG
Media
Lab,
Accenture,
Deloike,
WPP,
Omnicom
and
Publicis
Groupe
(which
includes
Razorfish,
DigitasLBi
and
Roseka).
§ Road
map:
Adobe
conPnues
to
integrate
its
five
MarkePng
Cloud
soluPons
and
to
improve
the
UI
and
user
experience.
For
instance,
in
2013,
Adobe
Experience
Manager
will
focus
on
responsive
design,
such
as
"touch
first"
mobile
UI
authoring
experiences,
simplified
authoring
and
content
reuse
through
integraPon
with
the
Adobe
Digital
Publishing
Suite.
Adobe
will
focus
on
"predicPve
markePng"
in
areas
such
as
analyPcs
and
social.
For
example,
Adobe
will
introduce
predicPve
social
publishing
capabiliPes
that
help
social
marketers
know
when
to
publish
social
content
based
on
when
their
audiences
would
most
likely
engage
with
it.
§ Offline
capability:
Growing
digital
markePng
placorms
like
Adobe's
must
conPnue
to
integrate
with
offline
campaign
management
funcPons,
such
as
call
centers
and
direct
mail.
§ User
experience:
A
number
of
references
menPoned
the
need
for
improvements
in
UI
and
overall
usability.
Some
clients
also
menPoned
the
need
for
escalaPon
of
support
for
faster
issue
resoluPons.
§ Adver7sing-­‐centric:
Adobe's
digital
markePng
capabiliPes
are
largely
geared
to
adverPsers,
agencies
and
publishers.
Posi7on:
Movement:
Summary:
Visionary
Mover
&
Shaker
-­‐
Moved
up
since
2012
Adobe
(Visionary)
conPnues
to
develop
its
capabiliPes
to
assist
companies
and
agencies
in
managing
digital
markePng
budgets
channels.
Consider
Adobe
for
Web
analyPcs,
Web
content
management
(WCM)
and
addressable
adverPsing.
Adobe
targets
the
publishing,
media,
retail,
financial
services,
travel
and
high-­‐tech
industries.

7. Page
§
7
JASONBARGENT.COM
Strengths
Cau7ons
§ Advanced
analy7cs:
ClickSquared
provides
in-­‐database
analyPc
scoring,
including
prebuilt
industry-­‐specific
predicPve
and
descripPve
models.
§ Campaign
func7ons:
ClickSquared
provides
easy-­‐to-­‐use,
accessible
funcPons,
such
as
a
drag-­‐and-­‐drop
campaign
design
interface,
visual
audience
selecPon
from
within
its
business
intelligence
(BI)
toolset,
and
the
use
of
IBM's
Netezza
for
quick,
ad
hoc
query
execuPon
(fast
counts).
Other
changes
included
extending
integraPon
to
third-­‐party
email
providers,
giving
access
to
distributed
data
to
markePng
teams
and
extending
social
engagement
capabiliPes.
§ Road
map:
Plans
for
2013
include
expansion
in
markePng
resource
management
(MRM),
content
management
and
real-­‐Pme
interacPon.
§ References:
Many
references
cited
data
mining
and
flexibility
as
top
strengths.
§ Mind
share:
ClickSquared's
visibility
for
MCCM
and
digital
markePng
remains
low.
§ Momentum:
The
company
made
the
minimum
requirement
for
new
customers
in
2012.
It
delayed
more
aggressive
plans
for
2012
such
as
offer
management
and
response
akribuPon
metrics.
§ Growth:
Revenue
and
momentum
slowed
in
2012
as
ClickSquared's
legacy
service
business
transiPons
to
SaaS
MCCM.
Posi7on:
Movement:
Summary:
Niche
Player
Declined
-­‐
Moved
down
since
2012
ClickSquared
(Niche
Player)
conPnues
to
transiPon
from
service-­‐based
to
product-­‐based
MCCM.
In
2012,
ClickSquared
packaged
its
offerings
for
industries
such
as
sports,
travel
and
financial
services.
Consider
ClickSquared
if
you
are
a
business-­‐to-­‐consumer
(B2C)
midsize
organizaPon
wanPng
a
so_ware
as
a
service
(SaaS)
subscripPon
model
with
a
focus
on
digital
channels
(such
as
email,
SMS
and
social).

8. Page
§
8
JASONBARGENT.COM
Strengths
Cau7ons
§ Revenue:
ExactTarget
reported
$294
million
in
revenue
in
2012.
It
has
strong
growth
and
is
expanding
its
global
footprint.
§ Momentum:
In
2012,
ExactTarget
acquired
Pardot
(for
B2B
lead
management)
and
iGoDigital
(Web
personalizaPon).In
the
last
12
months,
it
launched
MobileConnect
and
MobilePush
(integrated
push
messaging),
SocialPages
(Facebook
Pages
app),
Distributed
Sending
(distributed
email
sending)
and
AutomaPon
Studio
(mulPchannel
campaign
creaPon).
§ Road
map:
Plans
for
2013
include
advanced
content
and
offer
management,
mulPchannel
playbooks
to
guide
the
creaPon
of
advanced
mulPchannel
campaigns,
and
more-­‐advanced
analyPcs
reporPng.
In
addiPon,
ExactTarget
plans
to
partner
with
Visible
Technologies
for
integraPon
with
ExactTarget's
SocialEngage
product.
ExactTarget
will
also
launch
its
third-­‐party
applicaPon
development
framework
and
storefront,
called
HubExchange.
§ References:
References
menPoned
self-­‐service,
highly
customizable
offerings,
third-­‐party
integraPon
support
and
help
when
needed
as
the
biggest
strengths
for
ExactTarget.
§ Email-­‐centric:
Most
clients
and
references
evaluate
ExactTarget
against
other
email
providers,
not
MCCM
or
other
emerging
digital
markePng
placorms.
§ Advanced
analy7cs:
ExactTarget
needs
to
accelerate
investment
in
online/offline
real-­‐Pme
analyPcs,
next-­‐best-­‐offer
capability,
and
comprehensive
akribuPon
metrics
across
channels.
§ Implementa7on:
A
few
references
menPoned
implementaPon
took
longer
than
planned
but
acknowledged
complex
environments.
Posi7on:
Movement:
Summary:
Visionary
New
Entrant
–
New
to
2013,
did
not
appear
in
2012
ExactTarget
enters
this
year's
Magic
Quadrant
as
a
visionary
with
several
new
acquisiPons
and
rollouts
for
digital-­‐
markePng-­‐focused
MCCM.
Clients
can
consider
ExactTarget
when
a
SaaS-­‐only
campaign
management
tool
focusing
on
email,
mobile,
social
and
Web
is
needed,
as
well
as
when
transacPonal
messaging
is
needed.
(acquired
by
SFDC
in
June
2013)

9. Page
§
9
JASONBARGENT.COM
Strengths
Cau7ons
§ Viability:
IBM
has
a
global
reach,
with
$104
billion
in
revenue
in
2012,
making
it
one
of
the
more
viable
vendors
in
this
market.
§ Digital-­‐markePng-­‐focused
deployment
opPon:
Notable
changes
in
2012
included
the
release
of
IBM
Cross-­‐Channel
MarkePng
OpPmizaPon
(no
longer
called
Unica)
that
focused
on
real-­‐Pme
markePng,
markePng
performance
management
and
usability.
IBM
MarkePng
Center,
a
SaaS
opPon,
exploits
Coremetrics
and
provides
email
and
digital
campaigns,
site
personalizaPon,
tracking,
and
management.
IBM
purchased
Tealeaf
Technology
for
customer
experience
management
and
behavioral
analysis.
§ Road
map:
For
2013,
IBM
emphasizes
real-­‐Pme,
email
and
digital
markePng,
and
conPnued
integraPon
with
the
rest
of
the
IBM
porcolio.
IBM
will
focus
heavily
on
markePng
performance
opPmizaPon
and
full-­‐response
akribuPon
management.
(Some
early
components
of
these
plans
were
originally
released
in
2012.)
IBM
seeks
to
broaden
its
focus
from
campaign
execuPon
to
campaign
planning
and
resource
allocaPon.
§ Breadth
and
integra7on:
References
menPon
the
breadth
of
offerings
and
IBM's
integraPon
into
a
placorm
as
IBM's
biggest
strengths
in
MCCM.
§ Compe77on:
The
vendor
must
conPnue
to
provide
a
leading
vision
in
digital
markePng
amid
acceleraPng
compePPon.
Other
markets,
such
as
WCM
and
even
email
markePng,
are
gaining
mind
share
and
revenue
in
this
area.
References
menPoned
IBM
is
following
in
areas
such
as
social
and
mobile.
§ Support:
Several
references
menPoned
that
customer
support
has
been
reacPve,
with
relaPvely
slow
turnaround
Pmes
on
cases.
However,
most
are
resolved
through
an
escalaPon
process.
§ Midmarket:
IBM
will
see
increased
pressure
from
on-­‐demand,
midmarket
players
in
both
B2C
and
B2B
campaign
management.
Although
IBM
currently
serves
midmarket
companies,
including
with
its
new
IBM
MarkePng
Center
SaaS
release,
IBM
needs
to
demonstrate
success
with
its
on-­‐demand
digital
markePng
soluPon
as
a
whole,
not
just
disPnct
Web
or
email
markePng
offerings.
Posi7on:
Movement:
Summary:
Leader
Stagnant
–
Remains
the
Same
as
2012
The
IBM
Cross-­‐Channel
MarkePng
OpPmizaPon
soluPon,
formerly
branded
as
"Unica,"
belongs
to
IBM's
broader
Smarter
Commerce
iniPaPve
(involving
the
acquired
companies
Unica,
Coremetrics
and
Sterling
Commerce
and
other
assets).
Consider
IBM
(Leader)
when
MCCM
is
a
strategic
requirement.
IBM's
MCCM
offering
supports
a
range
of
industries.

10. Page
§
10
JASONBARGENT.COM
Strengths
Cau7ons
§ Core
func7ons:
Infor
Epiphany
MarkePng
includes
basic
and
advanced
campaign
management
execuPon,
and
basic
and
advanced
analyPcs.
Infor
Epiphany
MarkePng's
campaign
management
strength
lies
in
B2C
service
industries,
and
Infor
has
significant
mind
share
in
real-­‐Pme,
next-­‐best-­‐offer
capabiliPes
through
Infor
Epiphany
InteracPon
Advisor.
§ Partners
and
acquisi7ons:
2012
saw
the
introducPon
of
mulPple
social
markePng
features,
including
social-­‐enabled
emails,
Social
Commerce
Advisor
(a
partnership
with
8thBridge)
and
a
social
channel
for
customer
service
(through
a
partnership
with
salesforce.com
MarkePng
Cloud/Radian6).
Other
updates
include
arbitraPon
and
opPmizaPon
funcPons
for
marketers
as
well
as
channel
expansion,
such
as
InteracPon
Advisor
for
salesforce.com.
Infor
also
acquired
Orbis
Global
for
MRM.
§ Road
map:
Plans
for
2013
include
a
revamped
UI,
expanded
cloud
deployment
opPons,
naPve
support
for
Hadoop
and
expanded
support
for
Web
services
data
integraPon
to
enhance
the
customer
profile.
Infor
also
plans
to
release
a
new
Advisor
for
social
data
monitoring.
§ References:
Clients
menPoned
thorough
and
consistent
support
to
resolve
problems.
Clients
conPnue
to
see
Infor
Epiphany
InteracPon
Advisor
as
the
company's
biggest
strength.
§ Compe77on:
The
company,
through
Infor
Epiphany
MarkePng,
offers
B2C
campaign
management
in
a
company
that
mostly
sells
so_ware
to
B2B
manufacturers.
Infor
must
conPnue
to
raise
mind
share
outside
Infor's
user
base.
§ High-­‐profile
investments
in
MCCM:
References
menPoned
Infor
needs
to
keep
evolving
the
product
and
invest
in
new
features.
Infor
Epiphany
MarkePng
should
accelerate
Infor's
investments
in
social
markePng
and
for
mobile
markePng
(as
Infor
has
done
with
its
release
of
Mobile
App
Advisor
and
Geo-­‐MarkePng
Advisor)
to
raise
its
visibility.
§ UI:
References
menPon
an
outdated
UI
that
lengthens
the
Pme
needed
for
training
and
configuraPon,
although
a
UI
road
map
is
planned
for
2013.
Posi7on:
Movement:
Summary:
Niche
Player
Mover
&
Shaker
-­‐
Moved
up
since
2012
Consider
Infor
(Niche
Player)
for
Infor
Epiphany
MarkePng
soluPons
if
you
are
a
large
enterprise
seeking
campaign
management
with
integrated
advanced
analyPcs
in
industries
such
as
financial
services,
telecommunicaPons,
hospitality,
retail
and
high
tech.

11. Page
§
11
JASONBARGENT.COM
Strengths
Cau7ons
§ Growth:
Marketo's
revenue
grew
80%
year
over
year
in
2012,
with
70%
growth
among
large
enterprises.
(Gartner
esPmates
Marketo's
2011
revenue
was
$58
million.)
It
now
has
more
than
2,000
customers.
§ 2012
enhancements:
To
speed
Pme
to
value
and
increase
markePng
efficiency,
Marketo
introduced
Program
Exchange
as
part
of
its
MarkePng
NaPon.
Program
Exchange
creates
a
network
through
which
customers
can
share
Marketo
programs
and
access
best-­‐pracPce
campaigns.
Customers
can
clone
Marketo
programs
directly
within
the
subscripPon,
thereby
decreasing
the
manual
effort
required
for
new
campaigns.
Marketo
completed
the
integraPon
of
social
markePng
applicaPons,
including
social
sharing,
social
sign-­‐on,
forms,
video
sharing,
polls,
referrals
and
sweepstakes.
Thus,
customers
can
make
all
of
their
markePng
efforts
social,
increase
their
reach
with
social
upli_,
and
add
social
profile
data
to
the
lead
management
data.
Data
analyPcs
enhancements
deliver
insights
over
Pme,
with
the
ability
to
akribute
outcomes
to
mulPple
markePng
touches.
§ Road
map:
Marketo
recently
launched
Marketo
Financial
Management,
which
makes
it
easier
for
marketers
to
manage
their
budgets.
AddiPonal
plans
for
2013
include
the
Engagement
MarkePng
Module,
support
for
search
engine
opPmizaPon
(SEO)
and
pay-­‐per-­‐click
programs,
new
predicPve
analyPcs
capabiliPes
(beginning
with
lead
scoring),
expanded
mobile
funcPons,
and
addiPonal
naPve
CRM
integraPons,
including
SAP
(launched),
NetSuite
and
SugarCRM.
Marketo
will
be
extending
social
markePng
capability
through
its
Crowd
Factory
acquisiPon.
§ References:
References
point
to
ease
of
setup,
use
and
expansion
as
strengths,
and
conPnue
to
score
Marketo
above
average
for
the
lead
management
product.
Clients
benefit
from
the
MarkePng
NaPon
community.
They
perceive
their
Marketo
investment
as
having
a
high
ROI.
§ Customer
service:
References
give
customer
support
mixed
reviews
—
good
service
is
available,
although
it
can
be
slow.
§ Road
map:
Mobile
support
in
Marketo
requires
some
custom
work
—
expanded
capabiliPes
will
be
criPcal
to
supporPng
emerging
digital
markePng
needs.
§ Profitability:
Marketo
had
targeted
2012
as
a
break-­‐even
point
but,
despite
growth,
is
not
yet
profitable.
Posi7on:
Movement:
Summary:
Niche
Player
Stagnant
–
Remains
the
Same
as
2012
Marketo
(Niche
Player)
has
broadened
its
presence
in
the
market
with
growth
and
conPnued
expansion
into
enterprise
accounts.

12. Page
§
12
JASONBARGENT.COM
Strengths
Cau7ons
§ Growth:
Neolane
reported
revenue
of
$58
million
and
year-­‐over-­‐year
growth
of
40%
in
2012.
It
focuses
on
North
America,
Europe
and
the
Asia/Pacific
markets.
§ Digital
marke7ng:
In
2012,
Neolane
enhanced
decisioning
to
engage
with
anonymous
audiences
and
convert
them
to
idenPfied
customers;
mobile
capabiliPes
(including
mobile
push
noPficaPon,
in-­‐app
personalizaPon
and
geolocaPon
offer
recommendaPons);
and
social
capabiliPes
(such
as
using
Facebook
Open
Graph
to
collect
users'
acPons
—
music
listened
to,
videos
viewed,
arPcles
shared
and
check-­‐ins
made
—
via
Facebook
Connect
or
Facebook
applicaPons).
In
addiPon,
Neolane
enhanced
and
released
Neolane
Content
Manager
to
simplify
and
accelerate
email
and
digital
markePng.
§ Road
map:
Plans
for
2013
include
a
focus
on
interacPon,
offer
management,
and
analyPcs
for
customer
and
markePng
opPmizaPon.
§ Customizable
campaigns:
References
menPon
Neolane's
ability
to
fully
customize
campaigns
as
a
top
strength.
§ Workflow:
Several
references
menPoned
complexity
in
sewng
up
and
running
workflows,
as
well
as
cited
workflow
inconsistency.
§ Digital
marke7ng
road
map
speed:
Neolane
should
accelerate
digital
markePng
areas,
such
as
WCM,
social
markePng
and
search
markePng,
to
differenPate
itself
in
the
growing
and
compePPve
campaign
management
market.
§ Analy7cs:
Neolane
does
not
have
many
clients
using
its
integraPon
to
third-­‐party
predicPve
analyPcs
tools,
including
from
KXEN
and
Weka.
Neolane
should
accelerate
its
investments
in
advanced
analyPc
capabiliPes
or
make
the
partnerships
more
accessible
to
clients.
Posi7on:
Movement:
Summary:
Visionary
Mover
&
Shaker
-­‐
Moved
up
since
2012
Neolane
(Visionary)
conPnues
to
raise
its
mind
share
in
B2C
and
B2B
MCCM.
Consider
Neolane
when
you
want
a
SaaS
soluPon
for
Web,
email
and
social
markePng.
It
targets
the
retail,
travel
and
hospitality,
media
and
entertainment,
and
financial
services
and
insurance
industries,
parPcularly.

13. Page
§
13
JASONBARGENT.COM
Strengths
Cau7ons
§ Growth:
Eloqua
reported
$95.8
million
in
revenue
in
2012
and
34%
growth
from
the
prior
year.
§ Momentum:
Oracle
acquired
Eloqua
in
February
2013.
Other
changes
in
2012
include
display
adverPsing
management
from
within
Eloqua,
embedding
salesforce.com
Chaker
for
collaboraPon
within
the
lead
management
placorm,
and
an
updated
Lead
Scoring
Engine
with
an
HTLM5
interface,
allowing
marketers
to
quickly
build
lead
scoring
models
with
real-­‐Pme
updates.
Eloqua
Asset
Management,
launched
in
October
2012,
targets
the
financial
services
segment.
§ Road
map:
For
2013,
Oracle
Eloqua
will
focus
on
verPcal
breadth,
such
as
Oracle
Eloqua
for
insurance
and
Oracle
Eloqua
for
manufacturing.
Plans
also
include
integraPng
with
Oracle
Sales
Cloud
Service
(formerly
Oracle
Fusion
Sales),
and
adding
to
exisPng
standard
integraPons
to
salesforce.com,
Oracle
CRM
On
Demand
and
Microso_
Dynamics
CRM.
There
are
also
plans
to
integrate
Oracle
Eloqua
with
Oracle
Social
MarkePng,
Oracle
RightNow
Cloud
Service
and
Oracle
Commerce.
§ Lead
management:
References
cite
lead
management
robustness
as
the
top
strength
for
Oracle
Eloqua.
§ Complex
campaigns:
References
menPoned
needing
more
support
for
very
complex,
variable
campaigns
and
for
more
mulPchannel
(especially
direct
mail)
capabiliPes.
Clients
conPnue
to
menPon
so_ware
bugs.
§ Oracle
transi7on:
The
Oracle
acquisiPon
has
raised
concerns
among
some
Eloqua
customers
regarding
the
product
road
map
and
integraPon
plans,
as
well
as
support
for
integraPon
with
salesforce.com
technologies.
Gartner
esPmates
that
more
than
60%
of
Eloqua's
customers
are
integrated
with
salesforce.com.
§ B2C:
Oracle
Eloqua
has
limited
references
for
B2C.
Posi7on:
Movement:
Summary:
Niche
Player
Declined
-­‐
Moved
down
since
2012
Oracle
Eloqua
(Niche
Player)
has
a
respected
SaaS
offering
for
lead
management
in
B2B.
Major
industry
segments
include
high
tech,
financial
services
and
manufacturing.
Consider
Oracle
Eloqua
if
you
are
a
B2B
company
and
if
you
have
sales
agents
working
on
large,
considered
purchases
focused
on
lead
management.

14. Page
§
14
JASONBARGENT.COM
Strengths
Cau7ons
§ Growth:
Loyalty
and
campaign
management
conPnue
to
gain
momentum.
§ Improvements:
In
2012,
Oracle
launched
the
Siebel
Open
UI
Framework,
with
support
for
any
browser
and
any
device;
it
improves
the
user
experience,
performance
and
scalability.
In
addiPon,
enhancement
to
the
Campaign
Performance
OpPmizaPon
offering
should
improve
the
performance
of
large-­‐
scale,
mulPwave
campaigns.
Increased
throughput
and
scalability
for
the
Real-­‐
Time
Loyalty
Engine
Architecture
will
beker
support
real-­‐Pme
rewards
and
recogniPon
at
the
point
of
interacPon,
as
well
as
mulPserver
deployments
with
mulPple
real-­‐Pme
engine
components.
§ Road
map:
Deployments
in
early
2013
were
targeted
to
support
the
social
marketer,
beginning
with
Oracle
Social
MarkePng
(formerly
Vitrue)
integraPon.
Early
enhancements
will
support
integrated
social
engagement,
to
be
followed
by
cross-­‐channel
campaign
analyPcs
and
incorporaPon
of
social
data
into
targePng
capabiliPes.
Planned
enhancements
in
socially
enabled
dynamic
email
markePng
will
further
bring
social
connecPons
into
the
mulPchannel
offering,
as
will
Phase
1
support
of
Social
Loyalty
capabiliPes.
§ References:
Customers
cite
the
broad
range
of
funcPonality,
the
support
for
complex
campaigns,
and
global
support
and
scalability
as
key
to
their
success
with
Oracle
Siebel.
§ Digital
marke7ng:
Oracle
Siebel
needs
to
increase
support
for
digital
markePng,
including
social
and
mobile
campaigns
and
offers.
§ Support:
Some
customers
report
inconsistent
support
experiences.
Expert
assistance
is
available,
but
soluPons
o_en
depend
on
the
availability
of
log
data
and
are
more
forthcoming
if
problems
involve
out-­‐of-­‐the-­‐box
funcPons.
Delayed
bug
fixes
can
also
impede
producPvity.
§ Road
map
clarity:
In
addiPon
to
Oracle
Siebel
offerings,
a
number
of
markePng
applicaPons
are
offered
to
the
enterprise
that
can
create
some
confusion
among
prospects.
Posi7on:
Movement:
Summary:
Leader
Stagnant
–
Remains
the
Same
as
2012
Oracle
Siebel
(Leader)
excels
both
in
the
funcPons
and
scalability
of
its
MCCM
offering
and
in
its
integraPon
with
other
Oracle
Siebel
products,
such
as
Call
Center.
Oracle
Siebel
shows
growth
across
a
broad
range
of
industries.
Consider
Oracle
Siebel
if
you
seek
an
overall
CRM
suite
and
are
an
exisPng
(or
prospecPve)
Oracle
Siebel
user.

15. Page
§
15
JASONBARGENT.COM
Strengths
Cau7ons
§ Growth:
Pitney
Bowes
So_ware
has
a
global
footprint,
with
growth
in
Inbound/
Outbound
Fusion
sales,
as
well
as
expansions
in
exisPng
accounts.
§ Progress:
In
2012,
Pitney
Bowes
So_ware
released
major
new
versions
of
both
Portrait
Dialogue
and
Portrait
InteracPon
OpPmizer,
which
conPnue
the
fusion
of
inbound
and
outbound
real-­‐Pme
markePng.
Usability
enhancements
improve
the
marketer's
experience.
Out-­‐of-­‐the-­‐box
social
features
support
expanding
digital
requirements.
§ Road
map:
Enhancements
in
2013
will
offer
features
that
support
deeper
customer
understanding
and
further
enable
mulPchannel
customer
engagement.
Mobile
funcPons
will
expand
through
locaPon-­‐aware
mobile
best-­‐next-­‐acPon
and
integraPon
with
pbSmart
Mobile.
Pitney
Bowes
So_ware
will
also
enhance
its
email
markePng
and
reporPng.
§ References:
Customers
comment
on
the
strong
sense
of
partnership
they
receive
working
with
Pitney
Bowes
So_ware,
that
the
company
is
commiked
to
customer
success,
and
that
it
wants
to
act
as
a
strategic
partner
to
ensure
customers
get
value
out
of
the
company's
deployment.
§ Mind
and
market
share:
Gartner
esPmates
MCCM
revenue
has
remained
flat,
at
about
$17
million,
from
last
year.
Pitney
Bowes
So_ware
does
not
receive
significant
mind
share
in
the
market.
§ Integra7on:
References
indicate
some
integraPon
challenges
remain
across
the
product
range,
although
the
company
states
that
its
2013
release
will
address
the
challenges.
§ Use
cases:
Prospects
should
consider
other
alternaPves
when
integraPon
with
a
call
center
or
CRM
suite
support
is
not
part
of
the
overall
MCCM
strategy.
Posi7on:
Movement:
Summary:
Niche
Player
Declined
-­‐
Moved
down
since
2012
Pitney
Bowes
So_ware
(Niche
Player)
offers
basic
and
advanced
inbound
and
outbound
campaign
management
for
B2C
financial
services,
telecommunicaPons
and
some
retail
clients.
Consider
Pitney
Bowes
So_ware
if
you
engage
large
numbers
of
customers
across
mulPple
channels,
if
you
need
both
basic
and
advanced
campaign
analyPcs,
or
if
you
wish
to
integrate
your
MCCM
soluPon
with
your
call
center.

16. Page
§
16
JASONBARGENT.COM
Strengths
Cau7ons
§ Revenue:
Responsys
achieved
$163
million
in
revenue
for
2012.
§ Digital
marke7ng
breadth:
Responsys
provides
basic
B2C
campaign
management
and
some
advanced
analyPc
and
digital
markePng
capabiliPes
in
a
mulPtenant
SaaS
applicaPon.
Channels
include
email,
mobile,
social,
display
and
Web.
In
2012,
Responsys
added
the
Social
Data
Cloud
(technologies
and
partnerships
to
allow
customers
to
import
the
social
graphs
of
opt-­‐in
customers
and
similar
data
into
Responsys'
Interact
for
use
in
targePng
messages),
a
Cross-­‐Channel
Content
Library
(for
managing
digital
content
assets
across
channels),
new
support
for
two-­‐way,
mulPstep
SMS
campaigns,
and
support
for
the
retargePng
of
display
adverPsing
on
Facebook
Exchange.
§ Road
map:
Plans
for
2013
include
faster
disaster
recovery
by
replicaPon
across
data
centers.
It
will
also
work
on
incremental
li_
reporPng
on
display
and
mobile,
as
well
as
improve
tracking
and
targePng
capabiliPes
by
device
type
(for
example,
target
to
people
associated
only
with
an
Android
OS
device),
and
offer
a
new
soluPon
for
cross-­‐channel
preferences
and
compliance
management.
§ Expecta7ons:
References
point
to
Responsys
as
having
met
or
exceeded
expectaPons
for
the
offerings
as
a
whole.
§ Email-­‐centric:
Gartner
esPmates
that
more
than
70%
of
Responsys'
revenue
comes
from
email
markePng,
despite
the
growing
breadth
of
digital
markePng
offerings.
Many
references
reported
that
they
use
email
and
Web
landing
pages
as
their
main
channels,
leaving
the
breadth
of
its
offerings
largely
untested.
The
vision
and
road
map
for
digital
markePng
has
become
much
more
conservaPve
in
the
last
12
months.
§ Maintenance
down7me:
Several
clients
menPoned
regular
maintenance
downPme
as
an
issue
for
Responsys.
§ Analy7cs
and
mobile
marke7ng
areas:
References
menPon
a
need
for
Responsys
to
invest
more
in
advanced
data
analysis
and
data
mining
for
mulPchannel
markePng.
Some
clients
menPon
Responsys
has
been
slow
in
responding
to
mobile's
impact
on
email
and
areas
such
as
responsive
design,
templates
and
metrics
(in
terms
of,
for
example,
where
people
are
opening
their
emails).
Posi7on:
Movement:
Summary:
Visionary
Declined
-­‐
Moved
down
since
2012
Responsys
(Visionary)
takes
a
digital
approach
to
MCCM.
Responsys
parPcularly
targets
the
retail,
financial
services,
travel
and
hospitality,
and
high-­‐technology
industries
(in
order
of
priority).
Consider
Responsys
when
seeking
a
SaaS-­‐
only,
B2C
campaign
management
tool
that
uses
email,
mobile,
social,
display
and
Web
as
main
channels.

17. Page
§
17
JASONBARGENT.COM
Strengths
Cau7ons
§ Viability:
SAP's
Campaign
Management
offering
saw
38%
growth
in
customers
in
2012,
driven
by
adopPon
among
SAP's
CRM
customers.
§ Capabili7es:
In
2012,
SAP
made
it
more
feasible
for
marketers
to
realize
the
SAP
vision
of
delivering
real-­‐Pme,
targeted
customer
engagement
across
channels
on
any
device.
Usability
improvements
gave
marketers
more
ability
to
run
quick
campaigns.
The
new
Audience
Discovery
and
TargePng
with
predicPve
analyPcs
capabiliPes
(based
on
Hana)
will
allow
marketers
to
exploit
big
data
more
effecPvely.
The
Social
Media
AnalyPcs
product
supports
social
listening
and
social
analyPcs.
Mobile
enhancements
include
support
for
locaPon-­‐based,
context-­‐aware
mobile
engagement
through
SAP
Precision
MarkePng.
§ Road
map:
In
2013,
SAP
will
expand
its
predicPve
analyPcs
capabiliPes,
enhance
the
now-­‐standard
SAP
Jam
for
stakeholder
integraPon
and
decision
making,
improve
mobile
loyalty
capabiliPes,
and
enrich
advanced
real-­‐Pme
customer
discovery
and
analyPc
capabiliPes
on
Hana.
§ Integrated
solu7on:
References
indicate
the
greatest
strength
of
SAP
Campaign
Management
is
its
ability
to
integrate
with
other
areas,
such
as
financials,
sales
and
distribuPon,
materials
management,
and
portals.
§ Investment:
Cost
and
value
remain
challenges.
SAP
funcPons
resonate
best
with
those
who
wish
to
understand
the
holisPc
customer
process
fully
by
automaPng
markePng
processes
beyond
markePng
to
include
service,
sales
and
billing,
and
planning
and
budgePng.
§ UI:
References
want
SAP
to
keep
improving
its
UI.
The
latest
SAP
CRM
UI
customizaPon
and
configuraPon
abiliPes
should
improve
end-­‐user
ability
to
modify
and
change
the
UI.
References
cite
the
customizaPons
and
reskins
of
their
soluPon
as
criPcal
in
making
it
easy
to
use.
§ Strategy:
SAP
must
conPnue
to
extend
and
offer
markePng
thought
leadership
to
drive
markePng
departments
to
choose
SAP
MarkePng.
Posi7on:
Movement:
Summary:
Challenger
Declined
-­‐
Moved
down
since
2012
SAP
(Challenger)
offers
an
integrated
soluPon
with
strong
capabiliPes,
including
market-­‐leading
analyPcs.
It
focuses
parPcularly
on
the
retail,
banking,
high-­‐tech
and
consumer
products
industries.
If
you
run
an
SAP
environment,
evaluate
SAP
Campaign
Management
to
see
whether
it
meets
your
requirements
before
seeking
best-­‐of-­‐breed
soluPons.

18. Page
§
18
JASONBARGENT.COM
Strengths
Cau7ons
§ Viability:
SAS
generated
$2.8
billion
in
revenue
in
2012
and
reports
high
double-­‐digit
growth
for
campaign
management
revenue
(analyPcs
included).
The
vendor
has
solid
basic
and
advanced
funcPons
for
campaign
management,
as
well
as
strong
advanced
analyPcs
capabiliPes,
such
as
analyPcs
segmentaPon
and
opPmizaPon,
that
are
integrated
into
the
campaign
process.
§ Analy7cs:
In
2012,
SAS
focused
on
real-­‐Pme
capabiliPes,
offered
tesPng
and
treatment
management,
and
improved
email
and
mobile
markePng
integraPon.
SAS
introduced
SAS
High-­‐Performance
AnalyPcs
within
its
MarkePng
OpPmizaPon
product
for
its
large
banking,
retail,
hospitality
and
telecom
clients
needing
to
opPmize
offers
on
a
large
scale.
§ Road
map:
In
May
2013,
SAS
launched
Customer
Intelligence
6,
which
offers
co-­‐deployment
of
previously
separate
markePng
opPmizaPon,
digital
markePng
and
real-­‐Pme
decision
management
products
alongside
tradiPonal
campaign
management
—
all
within
one
UI.
This
new
version
also
focuses
on
high-­‐performance
real-­‐Pme
markePng,
partnerships
with
markePng
service
providers
(MSPs)
and
digital
markePng
(such
as
for
mobile
adverPsing).
New
releases
for
most
of
SAS's
MCCM
modules
are
planned
throughout
2013.
§ References:
References
reported
that
an
integrated
data
structure
underneath
MCCM
is
one
of
the
most
beneficial
features
of
SAS
products.
References
menPoned
that
SAS
has
comprehensive
funcPons.
§ Campaign
management:
References
consider
SAS
for
power
users
and
for
its
advanced
analyPcs,
rather
than
for
its
strengths
in
campaign
management
alone.
§ Troubleshoo7ng:
Several
references
reported
defects
that
were
hard
to
find
and,
at
Pmes,
difficult
to
fix.
§ Digital
marke7ng
thought
leadership:
The
vendor
needs
to
accelerate
its
digital
markePng
strategy,
parPcularly
around
its
Web
analyPcs
and
social
offerings.
These
should
become
visible
core
competencies
for
SAS
and
serve
as
to
differenPate
the
vendor
in
digital
markePng
and
MCCM.
Posi7on:
Movement:
Summary:
Leader
Stagnant
–
Remains
the
Same
as
2012
SAS
(Leader)
offers
best-­‐in-­‐class
markePng
analyPcs.
It
offers
soluPons
for
several
industries,
with
financial
services
being
its
largest.
Place
SAS
on
your
shortlist
if
you
want
advanced
analyPcs
within
MCCM.

19. Page
§
19
JASONBARGENT.COM
Strengths
Cau7ons
§ Viability:
SDL
is
a
large,
profitable
provider
of
global
informaPon
management
systems.
Gartner
esPmates
SDL's
annual
MCCM
revenue
at
$30
million.
§ Momentum:
SDL
reported
62
new
MCCM
customers
in
2012,
although
40%
were
stand-­‐alone
email
markePng
customers.
In
2012,
SDL
issued
a
new
release,
with
a
64-­‐bit
database
and
predicPve
modeling
features.
SDL
Campaign
Manager
v.2.8
became
generally
available
in
the
third
quarter
of
2012,
with
performance
and
scalability
for
campaign
audiences
of
100
million
individuals.
SoluPons
became
generally
available
for
the
retail,
consumer
goods,
and
travel
and
leisure
industries.
SDL
also
worked
on
integraPon
with
its
Tridion
and
Fredhopper
offerings
for
Web
personalizaPon,
content
opPmizaPon
and
offer
management.
§ Road
map:
Plans
for
2013
include
rollouts
of
SDL
Intelligent
MarkePng
Suite,
which
combines
SDL's
Email
Manager,
Campaign
Manager,
Customer
AnalyPcs
and
partnerships,
such
as
Dynmark
for
mobile
intelligence
and
EngageSciences
for
social
campaigns.
SDL
will
also
start
to
migrate
its
offerings
from
Silverlight
to
HTML5,
starPng
with
email
offerings.
§ Value:
References
menPon
data
repository,
email
funcPons
and
segmentaPon
as
top
strengths
for
SDL.
§ Complexity:
References
menPon
needing
a
deep
knowledge
of
the
various
SDL
tools.
Users
need
significant
Pme
to
learn
how
to
apply
the
tools
to
their
requirements.
§ Support
outside
the
U.K.:
Several
references
menPoned
having
to
wait
for
support
unPl
the
U.K.
"comes
online.”
§ MSP-­‐centric:
The
channel
partner,
not
the
markePng
department,
usually
selects
SDL.
In
addiPon,
MSPs
tend
to
view
SDL
as
a
low-­‐cost,
operaPonally
focused
alternaPve
to
larger
campaign
management
offerings.
Posi7on:
Movement:
Summary:
Niche
Player
Stagnant
–
Remains
the
Same
as
2012
SDL
(Niche
Player)
provides
campaign
management
execuPon
on
top
of
a
high-­‐performing
analyPcs
engine.
Consider
SDL,
parPcularly
if
you
want
hosted
campaign
management
with
analyPc
tools
for
midmarket
campaign
management.

20. Page
§
20
JASONBARGENT.COM
Strengths
Cau7ons
§ Growth:
Selligent
is
profitable,
with
revenue
from
campaign
management
so_ware
increasing
35%
year
over
year,
driven
by
43
new
clients
in
2012,
most
of
which
deploy
Selligent
via
SaaS.
Selligent
added
30
new
partners
in
2012
to
its
already
acPve
partner
network
to
give
it
further
sales
reach
and
to
increase
implementaPon
support
for
clients.
§ Momentum:
In
2012,
Selligent
launched
its
MRM
module,
extending
its
core
campaign
management
capabiliPes
to
support
clients
seeking
project
planning
and
budgePng,
collaboraPon
tools,
and
ROI
analyses.
Selligent
also
enhanced
its
email
capabiliPes
to
support
large-­‐volume
email
programs.
§ Road
map:
In
2013,
Selligent
will
debut
its
Customer
Intelligence
module,
which
will
offer
visual
data
exploraPon
and
analysis
on
top
of
clients'
customer
view.
Selligent
will
also
focus
on
social
integraPon,
including
tracking
social
logins
and
offering
Facebook
personalizaPon.
The
vendor
plans
mobile
extensions,
such
as
in-­‐app
messaging
and
naPve
support
for
responsive
design
approaches.
Finally,
it
plans
support
for
behavioral
targePng
and
profiling
as
Selligent
seeks
to
help
customers
build
rich
behavioral
metrics
based
on
Web
acPvity
to
use
in
targeted
communicaPons.
§ References:
References
comment
on
ease
of
use;
nontechnical
people
can
use
the
product
effecPvely.
References
feel
that
they
receive
good
value
from
their
investment,
based
on
simple
pricing
and
a
robust
set
of
features.
§ Func7ons:
Selligent
does
not
yet
support
all
advanced
campaign
funcPons,
such
as
predicPve
analyPcs
and
real-­‐Pme
offers.
Social
integraPons
planned
for
2013
will
be
entry-­‐level.
§ Focus:
Selligent's
current
customer
base
is
B2C
and
is
skewed
heavily
toward
core
industry
clients;
thus,
B2B
or
B2C
prospects
outside
the
industries
listed
above
should
explore
other
providers.
Resources
are
also
heavily
based
in
EMEA;
thus,
the
ownership
experience
will
be
more
richly
supported
there.
§ Support:
Clients
report
inconsistent
support
experiences.
Posi7on:
Movement:
Summary:
Niche
Player
New
Entrant
–
New
to
2013,
did
not
appear
in
2012
Selligent
(Niche
Player)
focuses
parPcularly
on
the
retail,
financial
services,
hospitality
and
tourism,
and
publishing
and
media
industries.
Consider
Selligent,
especially
for
B2C
deployments
with
integrated
email
and
campaign
management,
and
parPcularly
within
EMEA.

21. Page
§
21
JASONBARGENT.COM
Strengths
Cau7ons
§ Financials:
Sitecore
reported
a
profit
in
2012
and
an
increase
in
mulPchannel
revenue
in
2012.
Gartner
esPmates
that
40%
of
Sitecore's
2012
revenue
came
from
MCCM.
Most
of
its
revenue
comes
from
the
U.S.,
the
U.K.
and
Denmark
§ Digital
marke7ng:
Sitecore
serves
content
and
can
execute
campaigns
for
websites,
email,
mobile
sites
&
social
media.
It
seeks
to
be
a
hub
for
exchanging
digital
informaPon
with
external
systems
(customer
databases).
The
company
offers
on-­‐premises
and
single-­‐tenant
opPons.
It
offers
consulPng
for
digital
marketers
and
partners
with
agencies
such
as
Y&R
and
DigitasLBi.
§ Func7ons:
Released
in
2012,
v.6.6
adds
a
SDK
for
naPve
applicaPons
supporPng
Apple's
iOS
placorm.
The
embedded
browser
allows
marketers
to
use
content
from
Sitecore
in
a
mobile
applicaPon,
such
as
allowing
campaign
content
to
be
triggered
from
within
an
applicaPon.
The
Ooyala
Connect
module
integrates
Ooyala
and
Sitecore
Media
Library
so
that
marketers
can
manage
videos,
channels,
players
and
labels
from
the
Media
Library
as
well
as
insert
videos
and
channels
in
Sitecore
pages
and
track
video
playback
using
Digital
MarkePng
System
(DMS).
Sitecore's
customers
can
now
syndicate,
view
and
embed
video
housed
in
Ooyala's
video
placorm
within
Sitecore's
UI.
In
addiPon,
the
new
Brightcove
Video
Cloud
Connect
for
Sitecore
enables
customers
to
manage
and
publish
video
assets
directly
from
Sitecore's
WCM
by
using
the
Video
Cloud
online
video
placorm.
Finally,
Sitecore
released
its
Social
Starter
Kit,
in
partnership
with
Telligent,
to
build
community
areas
of
the
website,
such
as
forums,
blogs,
wikis
and
media
galleries.
§ Road
map:
Sitecore's
2013
road
map
focuses
on
markePng
akribuPon
metrics.
Sitecore
will
use
Targit's
dashboard
and
reporPng
tools
against
an
online
analyPcal
processing
(OLAP)
cube
containing
analyPc
and
markePng
performance
data.
§ Integra7on:
References
point
to
integraPon
flexibility
and
scalability
as
strengths
for
Sitecore
content
management,
specifically
with
Microso_'s
stack.
§ Customiza7on
and
professional
services:
References
indicated
that,
despite
many
out-­‐of-­‐the-­‐box
features,
complex
environments
require
much
customizaPon
and
back-­‐end
development.
Clients
believe
that
Sitecore
needs
a
larger
professional
services
team.
§ Microsoe-­‐centric
infrastructure:
Sitecore's
.NET
strength
makes
it
less
akracPve
to
users
looking
for
tools
for
Java
or
Linux,
Apache,
MySQL
and
PHP
(LAMP)
stacks.
§ Offline
capability:
Sitecore
and
other
growing
digital
markePng
placorms
must
provide
or
integrate
with
offline
campaign
management,
such
as
call
centers
and
direct
mail.
Posi7on:
Movement:
Summary:
Visionary
Declined
-­‐
Moved
down
since
2012
Sitecore
(Visionary)
conPnues
refocusing
from
tradiPonal
WCM
to
digital
markePng
aimed
at
markePng
organizaPons.
Consider
Sitecore
for
Web
campaign
management
and
the
orchestraPon
of
campaigns
for
digital
channels.
Sitecore
parPcularly
targets
the
financial
services,
energy,
oil
and
gas,
government
and
insurance
industries.

22. Page
§
22
JASONBARGENT.COM
Strengths
Cau7ons
§ Viability:
Teradata's
year-­‐over-­‐year
revenue
grew
14%
in
2012
(but
the
growth
rate
slowed
from
22%
in
2011).
Teradata
and
Aprimo
have
unified
their
campaign
management
offerings
under
the
Teradata
brand.
Teradata
conPnues
to
support
its
exisPng
campaign
management
offerings
separately,
depending
on
business
issues,
data
strategy,
deployment
preference
and
campaign
complexity,
although
Teradata
aims
for
one
placorm
in
the
long
term.
§ Changes:
In
2012,
Teradata
turned
its
own
and
Aprimo's
campaign
management
into
one
offering.
The
company
improved
its
UI
and
added
mulPdatabase
support,
such
as
the
ability
to
read
(but
not
yet
write
to)
Oracle.
Teradata
acquired
eCircle
and
is
integraPng
its
email
markePng
offerings.
It
improved
data
visualizaPon
and
reporPng
by
extending
its
partnership
with
MicroStrategy.
Teradata
released
Real-­‐Time
InteracPon
Manager
3.0
for
stand-­‐
alone
inbound
markePng
for
both
cloud
and
on-­‐premises
deployment.
§ Road
map:
Plans
for
2013
include
naPve
applicaPon
support
for
Oracle
and
SQL
Server,
easier
configuraPon
of
customized
workflows
between
campaign
management
and
MRM,
and
extension
of
its
digital
markePng
center
to
beker
exploit
the
Web,
mobile
and
social.
Teradata
plans
a
needed
digital
channel
push
in
2013.
§ References:
Professional
services
references
rate
Teradata
high
among
campaign
management
vendors.
However,
of
late,
references
menPon
Teradata
is
being
stretched
thin
in
tech
support.
§ Classic
channels:
References
menPoned
the
need
for
evoluPon
beyond
the
classic
channels
of
direct
mail
and
email,
and
the
need
for
significant
investment
in
digital
markePng.
Teradata
is
addressing
this
through
acquisiPons
such
as
eCircle,
but
Teradata
needs
an
accelerated
digital
markePng
road
map.
§ Support:
Some
references
noted
that
support
is
somePmes
limited
and
that
the
company
relies
on
more
expensive
extended
services
for
resoluPon.
Teradata
says
it
is
addressing
this
issue
through
added
resources
who
are
currently
being
trained.
§ Road
map:
Teradata
needs
to
deliver
a
complete,
combined
offering
by
the
end
of
2014
—
a
concern
in
a
rapidly
moving
digital
markePng
environment.
References
menPoned
needing
beker
strategic
direcPon
for
Aprimo
in
Teradata's
road
map.
Posi7on:
Movement:
Summary:
Leader
Stagnant
–
Remains
the
Same
as
2012
Consider
Teradata's
(Leader)
Campaign
Management
if
you
are
a
large
B2C
organizaPon
seeking
MRM
in
MCCM.
Teradata
focuses
on
the
financial
services,
media,
transportaPon
and
telecom
industries.

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