2. Rusty Warner, Principal Analyst Christian Austin, Research Assistant
WEBINAR Use The Forrester Wave™ To Select The Right Enterprise Marketing Technologies
Rusty Warner, Principal Analyst
Christian Austin, Research Assistant
June 23, Call in at 10:55 a.m. Eastern time

4. Agenda
Forrester Wave™ evaluation
Vendor performance
Customer feedback
Recommendations

5. CCCM and EMSS
Forrester Wave™ evaluation

6. Cross-channel campaign management
Enterprise marketing technology that coordinates the direct marketing process across channels, including campaign planning, design, execution, and measurement
CCCM
Source: “The Forrester Wave™: Cross-Channel Campaign Management, Q2 2016” Forrester report

7. Enterprise marketing software suites
An integrated portfolio of marketing technology products that provide analytics, automation, and orchestration of insight-driven customer interactions to support inbound and outbound marketing
EMSS
Source: “The Forrester Wave™: Enterprise Marketing Software Suites, Q2 2016” Forrester report

8. CCCM evolution 2014 focus areas 2016 focus areas
Emphasis on data management, analytics, and automation
On-premises option and offline channels required
Nine vendors with 41 criteria
2016 focus areas
Equal weighting on data management, analytics, and automation and campaign design and channel delivery
All deployment options and minimum of three channels
15 vendors with 26 criteria
Source: “The Forrester Wave™: Cross-Channel Campaign Management, Q2 2016” Forrester report

9. EMSS evolution 2014 focus areas 2016 focus areas
Marketing platform and architecture
Application functionality and integration
2016 focus areas
Marketing portfolio for B2C use cases
Primary functionality
Data, analytics, measurement, and optimization
Campaign and interaction management
Integration (data, content, native, and third-party)
Secondary functionality
Advertising technology
Lead management and customer experience capabilities
Marketing resource management and digital asset management
Source: “The Forrester Wave™: Enterprise Marketing Software Suites, Q2 2016” Forrester report

10. Forrester Wave™: CCCM, Q2 2016
Leaders:
Adobe, Salesforce, SAS, and Oracle
Strong Performers:
IBM, Pitney Bowes, SmartFocus, Pegasystems, RedPoint Global, Emarsys, Selligent, and Experian Marketing Services
Contenders:
Teradata, Teradata Marketing Applications, SDL
Source: “The Forrester Wave™: Cross-Channel Campaign Management, Q2 2016” Forrester report

11. Forrester Wave™: EMSS, Q2 2016
Leaders:
Adobe
Oracle
Salesforce
Strong Performers:
SAS
IBM
Experian Marketing Services
Contenders:
Marketo
Teradata Marketing Applications
SAP
Source: “The Forrester Wave™: Enterprise Marketing Software Suites, Q2 2016” Forrester report

12. CCCM and EMSS
Vendor performance

13. Adobe Leader for CCCM and EMSS Consider Adobe: Customer feedback:
For insights-driven and content-rich campaigns.
To exploit martech and adtech convergence.
Customer feedback:
“Great speed of implementation; a lot of built-in functionality; a real multichannel tool.”
“I could get nit picky, but we’re overall extremely pleased with their attention to detail.”
Source: Forrester's Q Global Cross-Channel Campaign Management And Enterprise Marketing Software Suites Forrester Wave™ Online Customer Reference Survey

14. Emarsys Strong Performer for CCCM Consider Emarsys: Customer feedback:
For midmarket life-cycle marketing.
To connect in-store, eCommerce, and marketing.
Customer feedback:
“One of the key reasons we went with Emarsys is trust and their ability to understand our business needs.”
“Good relationship and synergy with the team, both on the business side and the technical side.”
Source: Forrester's Q Global Cross-Channel Campaign Management And Enterprise Marketing Software Suites Forrester Wave™ Online Customer Reference Survey

15. Experian Marketing Services
Strong Performer for CCCM and EMSS
Consider Experian:
For expertise in consumer-focused sectors.
To provide full or collaborative services.
Customer feedback:
“Overall, a great platform that supports our high-volume, high- complexity, high-performance needs.”
“Experian has integrated well with our business, identified our key commercial requirements, and supported key projects for eCommerce.”
Source: Forrester's Q Global Cross-Channel Campaign Management And Enterprise Marketing Software Suites Forrester Wave™ Online Customer Reference Survey

16. IBM Strong Performer for CCCM and EMSS Consider IBM:
For both traditional CCCM and digital marketing.
For its breadth of data, analytics, and marketing technologies.
Customer feedback:
“IBM has lived up to our expectations for omnichannel customer engagement journeys.”
“IT was thrilled when IBM bought Unica; it went from being a small player to an approved vendor.”
Source: Forrester's Q Global Cross-Channel Campaign Management And Enterprise Marketing Software Suites Forrester Wave™ Online Customer Reference Survey

17. Marketo Contender for EMSS Consider Marketo: Customer feedback:
If you need lead-to-revenue management functionality.
For marketing automation linked with sales.
Customer feedback:
“One of Marketo’s strengths is understanding the value of strong partnerships.”
“Marketo does a great job with helping us understand ROI and key influencers.”
Source: Forrester's Q Global Cross-Channel Campaign Management And Enterprise Marketing Software Suites Forrester Wave™ Online Customer Reference Survey

18. Oracle Leader for CCCM and EMSS Consider Oracle: Customer feedback:
For SaaS-based enterprise digital marketing.
For managing audiences to drive digital engagement.
Customer feedback:
“We’ve seen great partnership through their services model and a willingness to create solutions that meet the needs of our business.”
“Overall, we’re very happy; Oracle has some amazing people.”
Source: Forrester's Q Global Cross-Channel Campaign Management And Enterprise Marketing Software Suites Forrester Wave™ Online Customer Reference Survey

19. Pegasystems Strong Performer for CCCM Consider Pegasystems:
For real-time interaction management.
For personalized digital and offline offers.
Customer feedback:
“Pega is one of the leaders in the pack for marketing decisions.”
“Really strong data management layer, and on top of that, the decision management is fully integrated.”
Source: Forrester's Q Global Cross-Channel Campaign Management And Enterprise Marketing Software Suites Forrester Wave™ Online Customer Reference Survey

20. Pitney Bowes Strong Performer for CCCM Consider Pitney Bowes:
For marketing, sales, and services interactions.
If you need a personalized interactive video solution.
Customer feedback:
“Pitney Bowes has distinguished themselves as a true business and technology partner.”
“Pitney Bowes provides incredible value and is partnering with us to move us toward a true omnichannel ecosystem.”
Source: Forrester's Q Global Cross-Channel Campaign Management And Enterprise Marketing Software Suites Forrester Wave™ Online Customer Reference Survey

21. RedPoint Global Strong Performer for CCCM Consider RedPoint Global:
For insight-driven marketing automation.
As a dedicated data layer to underpin marketing.
Customer feedback:
“Features/functions of the product and the delivery of professional services/support have consistently exceeded expectations.”
“Their tool and people are some of the best and the brightest in the industry.”
Source: Forrester's Q Global Cross-Channel Campaign Management And Enterprise Marketing Software Suites Forrester Wave™ Online Customer Reference Survey

22. Salesforce Leader for CCCM and EMSS Consider Salesforce:
For SaaS-based marketing with an backbone.
For high-volume enterprise digital marketing.
Customer feedback:
“Salesforce is a strategic marketing partner and they understand our business model well.”
“The platform can do anything you want it to. It's a great platform for companies that want some headroom to grow.”
Source: Forrester's Q Global Cross-Channel Campaign Management And Enterprise Marketing Software Suites Forrester Wave™ Online Customer Reference Survey

23. SAP Contender for EMSS Consider SAP: Customer feedback:
As the data layer for your marketing technology ecosystem.
For retail and consumer goods sectors.
Customer feedback:
“We use SAP for our consumer database hub to get a degree view of the customer through inbound data sources, and then activate these insights.”
“SAP is now better aligned, with a standard solution.”
Source: Forrester's Q Global Cross-Channel Campaign Management And Enterprise Marketing Software Suites Forrester Wave™ Online Customer Reference Survey

24. SAS Leader for CCCM; Strong Performer for EMSS Consider SAS:
When only the most advanced analytics will do.
For customer analytics and enterprise MRM.
Customer feedback:
“Deeply connected and integrated with the operational systems in the company — especially sales.”
“The SAS team is great, from sales to service and technical support.”
Source: Forrester's Q Global Cross-Channel Campaign Management And Enterprise Marketing Software Suites Forrester Wave™ Online Customer Reference Survey

25. SDL Contender for CCCM Consider SDL: Customer feedback:
For midmarket and service-provider-led engagements.
For CCCM and insights-driven .
Customer feedback:
“Definitely getting value — quick and flexible — and getting what we need out of it.”
“The centralized nature of the tool is great. It’s an obvious benefit resource-wise.”
Source: Forrester's Q Global Cross-Channel Campaign Management And Enterprise Marketing Software Suites Forrester Wave™ Online Customer Reference Survey

26. Selligent Strong Performer for CCCM Consider Selligent:
For sophisticated midmarket campaign needs.
As a compelling alternative to enterprise vendors.
Customer feedback:
“Selligent has been the easiest to work with and the lowest cost of all our partners.”
“A lot of the technical resources we use are in Belgium, and they make sure folks are available for us there.”
Source: Forrester's Q Global Cross-Channel Campaign Management And Enterprise Marketing Software Suites Forrester Wave™ Online Customer Reference Survey

27. SmartFocus Strong Performer for CCCM Consider SmartFocus:
For consumer-focused interactions.
In the retail, consumer goods, and hospitality sectors.
Customer feedback:
“SmartFocus has the most integrated decision-making and campaign automation.”
“Leading edge technology, highly motivated and knowledgeable staff, great ability to execute within a very short period of time.”
Source: Forrester's Q Global Cross-Channel Campaign Management And Enterprise Marketing Software Suites Forrester Wave™ Online Customer Reference Survey

28. Teradata Contender for CCCM Consider Teradata: Customer feedback:
For enterprise CCCM and RTIM.
As the data and analytics layer for campaigns.
Customer feedback:
“We rely on Teradata for performance, scalability, and usability for thousands of attributes and selection criteria.”
“Professional Services people are great in terms of quick, great implementation work.”
Source: Forrester's Q Global Cross-Channel Campaign Management And Enterprise Marketing Software Suites Forrester Wave™ Online Customer Reference Survey

29. Teradata Marketing Applications
Contender for CCCM and EMSS
Consider Teradata Marketing Applications:
For midmarket digital requirements.
For enterprise MRM.
Customer feedback:
“We are looking at the Marketing Operations being sold off again as creating more opportunity than angst.”
“Overall, we're very pleased with our partnership with Teradata.”
Source: Forrester's Q Global Cross-Channel Campaign Management And Enterprise Marketing Software Suites Forrester Wave™ Online Customer Reference Survey

30. CCCM and EMSS
Customer feedback

31. Vertical sectors for references
Source: Forrester's Q Global Cross-Channel Campaign Management And Enterprise Marketing Software Suites Forrester Wave™ Online Customer Reference Survey

32. Deployment models CCCM EMSS
Source: Forrester's Q Global Cross-Channel Campaign Management And Enterprise Marketing Software Suites Forrester Wave™ Online Customer Reference Survey

33. Marketing technology strategy
Please rate your level of agreement with the following statements (1 = strongly disagree, 5 = strongly agree); percentages of answers that were 4 or 5 are shown.
Strategy and alignment are WIP
Source: Forrester's Q Global Cross-Channel Campaign Management And Enterprise Marketing Software Suites Forrester Wave™ Online Customer Reference Survey

34. Marketing technology ecosystem
Please rate your level of agreement with the following statements (1 = strongly disagree, = strongly agree); percentages of answers that were 4 or 5 are shown.
Technology challenges
Strategic partners, but not a single vendor
Source: Forrester's Q Global Cross-Channel Campaign Management And Enterprise Marketing Software Suites Forrester Wave™ Online Customer Reference Survey

35. Integration
Please rate your level of agreement with the following statements (1 = strongly disagree, = strongly agree); percentages of answers that were 4 or 5 are shown.
Integration is critical.
Data remains the biggest challenge.
Source: Forrester's Q Global Cross-Channel Campaign Management And Enterprise Marketing Software Suites Forrester Wave™ Online Customer Reference Survey

36. Top cross-channel challenges
What are the biggest marketing challenges you expect to face in the next two years? Please select up to 5 challenges (top 7 responses shown).
Comes down to real-time consistency across functions, channels, and devices; also must measure and optimize across customer journey.
3-way tie at 52% for EMSS
Source: Forrester's Q Global Cross-Channel Campaign Management And Enterprise Marketing Software Suites Forrester Wave™ Online Customer Reference Survey

37. Customer engagement channels
Please indicate how you currently use or plan to use your marketing technology to support these channels.
Source: Forrester's Q Global Cross-Channel Campaign Management And Enterprise Marketing Software Suites Forrester Wave™ Online Customer Reference Survey

38. CCCM and EMSS
Recommendations

39. Enterprise marketing technology
Source: “Combine Systems Of Insight And Engagement For Contextual Marketing” Forrester report

40. Enterprise marketing technology
Systems of insight Systems of engagement
SoI
SoE
Source: “Combine Systems Of Insight And Engagement For Contextual Marketing” Forrester report

41. Technology considerations
No one vendor provides a 100% complete solution.
Prioritize customer data management and analytics.
Select campaign management or digital marketing based on customer needs.
Point solutions complement core functionality.
Predictive analytics and digital intelligence are requisite tools.
Integrate channel-specific execution and personalization.
Optimize the environment with performance measurement.
Ease of integration wins over best-of-breed.
Choose products that meet requirements and fit seamlessly.
Standardize where possible to eliminate functional overlaps.

42. Recommendations Prioritize customer-facing requirements.
Look at current interactions and emerging channels.
Evaluate existing technology ecosystem.
Review vendor capabilities and planned road maps.
Collaborate on a business technology agenda.
Integrate best-of-breed tools with core platform.

43. Rusty Warner
Principal Analyst
@RustyWarner
Christian Austin
Research Associate