Webinar Behind The Scenes Of The Forrester Wave™: Lead-To-Revenue Management Platform Vendors, Q1 2014 Lori Wizdo, Principal Analyst March 31, 2014. Call in at 10:55 a.m. Eastern time

Agenda How did we define the L2RM platform? Current state of L2RM platform adoption Selection and evaluation criteria Detailed evaluation results Making the Forrester Wave™ yours What’s next Recommendations

Agenda How did we define the L2RM platform? Current state of L2RM platform adoption Selection and evaluation criteria Detailed evaluation results Making the Forrester Wave™ yours What’s next Recommendations

The L2RM platform automates core L2RM processes Source: March 20, 2014, “Use The L2RM Platform Forrester Wave™ To Support Buyer Engagement” Forrester report

Key functional criteria include: Customer engagement management and lead data management. Multichannel campaign design and management. Lead capture and management. Integration with customer relationship management platforms at the data, process, and reporting levels. Reporting, analytics, and alerting to measure marketing effectiveness.

Agenda How did we define the L2RM platform? Current state of L2RM platform adoption Selection and evaluation criteria Detailed evaluation results Making the Forrester Wave™ yours What’s next Recommendations

B2B marketers look to L2RM platforms for help in coping with increasing demand for leads, revenue accountability, changing buyer behavior, and proliferation of B2B channels.

How L2RM automation delivers value Source: October 23, 2013, “Navigate The Journey From L2RM Vision To Success” Forrester report

Realized gains from L2RM automation FIFTY PERCENT OF B2B MARKETERS HAVE IMPLEMENTED L2RM PLATFORMS AND ARE SEEING THESE RESULTS: Contribute more to the sales pipeline. .

L2RM platform users contribute more to the sales pipeline “Using your best estimate, what percentage of your B2B sales pipeline (opportunities) can be attributed to leads your marketing function has generated?” 44% 34% Base: marketing decision-makers at B2B companies in the US and Western Europe with 100 or more employees; Source: Q4 2012 US And Europe B2B Marketing Tactics And Benchmarks Online Survey

Realized gains from L2RM automation FIFTY PERCENT OF B2B MARKETERS HAVE IMPLEMENTED L2RM PLATFORMS AND ARE SEEING THESE RESULTS: Contribute more to the sales pipeline. Have higher levels of process maturity. .

L2RM platform users have more marketing process maturity Source: March 20, 2014, “Use The L2RM Platform Forrester Wave™ To Support Buyer Engagement” Forrester report

Realized gains from L2RM automation FIFTY PERCENT OF B2B MARKETERS HAVE IMPLEMENTED L2RM PLATFORMS AND ARE SEEING THESE RESULTS: Contribute more to the sales pipeline. Have higher levels of process maturity. Measure results more holistically. . Source: Q4 2012 US And Europe B2B Marketing Tactics And Benchmarks Online Survey

L2RM platform users measure more aspects of performance

Realized gains from L2RM automation FIFTY PERCENT OF B2B MARKETERS HAVE IMPLEMENTED L2RM PLATFORMS AND ARE SEEING THESE RESULTS: Contribute more to the sales pipeline. Have higher levels of process maturity. Measure results more holistically. Collaborate better with their sales colleagues. Source: Q4 2012 US And Europe B2B Marketing Tactics And Benchmarks Online Survey

L2RM platform users have better alignment with sales

Realized gains from L2RM automation FIFTY PERCENT OF B2B MARKETERS HAVE IMPLEMENTED L2RM PLATFORMS AND ARE SEEING THESE RESULTS: Contribute more to the sales pipeline. Have higher levels of process maturity. Measure results more holistically. Collaborate better with their sales colleagues. Source: Q4 2012 US And Europe B2B Marketing Tactics And Benchmarks Online Survey

Agenda How did we define the L2RM platform? Current state of L2RM platform adoption Selection and evaluation criteria Detailed evaluation results Making the Forrester Wave™ yours What’s next Recommendations

Selected vendors have extensive capabilities This was the first ever L2RM Platform Forrester Wave done by Forrester. To make our evaluation list, vendors had to: Have a fully featured L2RM platform. Offer solutions for at least three years now. Have a large number of B2B marketers as clients. Have a large market presence (customers or revenue). Demonstrate significant growth.

Evaluated vendors: product information and inclusion criteria Source: March 20, 2014, “Use The L2RM Platform Forrester Wave™ To Support Buyer Engagement” Forrester report

Agenda How did we define the L2RM platform? Current state of L2RM platform adoption Selection and evaluation criteria Detailed evaluation results Making the Forrester Wave™ yours What’s next Recommendations

How to interpret the Forrester Wave™ graphic Risky Bets Contenders Leaders Strong Performers Current offering Weak Strong Market presence Strategy Weak Strong

How to interpret the vendor scorecard Forrester weightings and scores Explanations for every score In-depth explanations of all criteria and scoring rationale Source: January 21, 2014, “The Forrester Wave™: Lead-To-Revenue Management Platform Vendors, Q1 2014” Forrester report

Forrester created two views. Large enterprise SME/small marketing teams

The Forrester Wave™: Lead-To-Revenue Management Platform Vendors, Q1 2014 Oracle (Eloqua) and Marketo lead the pack. Adobe is close behind. Act-On and salesforce.com (Pardot) also fall into the Leaders category. Silverpop and IBM are on the cusp of leadership. CallidusCloud and Salesfusion are also Strong Performers. Source: January 21, 2014, “The Forrester Wave™: Lead-To-Revenue Management Platform Vendors, Q1 2014” Forrester report

The Forrester Wave™: Lead-To-Revenue Management Platform Vendors, Q1 2014 (cont.) Source: January 21, 2014, “The Forrester Wave™: Lead-To-Revenue Management Platform Vendors, Q1 2014” Forrester report

Areas of change for the SMB/SMT lens Ease of use. Smaller marketing teams often don’t have access to technical support and can’t spare the headcount to dedicate marketing staff to maintaining the L2RM platform, so ease of productive use is paramount. Marketing process management. Smaller marketing teams have simpler processes and slimmer organizational hierarchies. Comprehensive project management and complex approval schemes are less important. Functionality needs created by scale. Smaller companies are typically building marketing programs for a smaller product portfolio and generating leads for a more singularly focused sales team than their compatriots in larger companies. Therefore, we recommend lowering the weighting for capabilities like multiple lead scores and nurturing program portfolio management. CRM integration. Smaller companies need out-of-the-box integration with their CRM system of choice. Pricing and pricing models. Smaller marketing teams have smaller budgets, yet they are often competing against Goliath-sized competitors. These price-conscious buyers need price points — and operating costs — that don’t break the budget.

Forrester Wave™: L2RM Platforms, Q1 2014 For Small Marketing Teams Act-On and Salesfusion are Leaders. With our small marketing team lens, we placed more weighting value on providing a robust but simple set of capabilities at a low-entry price point. These two vendors optimize to that set of variables. Silverpop, salesforce.com, and Marketo are Strong Performers. If you take price and a commitment to smaller marketing teams out of the equation, these vendors deserve an evaluation based on their strong functional performance. Adobe, CallidusCloud, IBM, and Oracle are Contenders. B2B marketers can get the job done with any of these solutions providers. Given the cost and complexity of tradeoffs, it’s likely that small marketing teams or SMBs will choose a different vendor, which will most likely be a satisfactory decision for the vendors. Source: January 21, 2014, “The Forrester Wave™: Lead-To-Revenue Management Platform Vendors, Q1 2014” Forrester report

Forrester Wave™: L2RM Platforms, Q1 2014 For Small Marketing Teams (cont.) Source: January 21, 2014, “The Forrester Wave™: Lead-To-Revenue Management Platform Vendors, Q1 2014” Forrester report

Agenda How did we define the L2RM platform? Current state of L2RM platform adoption Selection and evaluation criteria Detailed evaluation results Making the Forrester Wave™ yours What’s next Recommendations

Customize the Forrester Wave™ to make the right decision You can customize the weightings according to your individual needs. Source: January 21, 2014, “The Forrester Wave™: Lead-To-Revenue Management Platform Vendors, Q1 2014” Forrester report

Agenda How did we define the L2RM platform? Current state of L2RM platform adoption Selection and evaluation criteria Detailed evaluation results Making the Forrester Wave™ yours What’s next Recommendations

The L2RM platform market is changing Consolidation season has started. B2B marketers are moving beyond revenue performance management. Customer insight to personalize the web experience Improved capabilities for content creation, management, and especially delivery Seamless multichannel engagement capabilities Better reporting and analytics, especially predictive analytics B2C and B2B2C marketers are getting in the game. Vendors from adjacent markets are emerging as competitors.

Agenda How did we define the L2RM platform? Current state of L2RM platform adoption Selection and evaluation criteria Detailed evaluation results Making the Forrester Wave™ yours What’s next Recommendations

Recommendations Resist the temptation of a quick decision. Step up to the bar set by the vendors. Recalibrate your L2RM vision.

Selected vendors have extensive capabilities Forrester customer interviews and inquiries indicate low adoption/utilization of: A/B testing. Progressive profiling. Multichannel engagement strategies. Context-sensitive nurturing streams. Intelligent content offers. Data appending enrichment. Attribution analysis.

Recalibrate your vision “Savvy B2B marketing leaders are going beyond revenue performance management. They are re-engineering their lead-to-revenue (L2R) process to transform marketing . . . . . . from a top-notch supplier of leads for the load-bearing sales channel . . . . . . to the architect of customer engagement across the entire customer life cycle.”

Lori Wizdo +1 617.613.8805 lwizdo@forrester.com Twitter: @loriwizdo