The leading campaign management vendors provide breadth and depth in support of multichannel campaigns, and are facing continued pressure from the niche players that tend to be lower-cost and are increasing their capabilities and focus on addressable, two-way interaction channels, such as Web and mobile, with a software-as-a-service (SaaS) deployment option. New multichannel campaign management (MCCM) vendors are coming from the online space, such as e-mail marketing and Web analytics, and have "mind share" in the area. In addition, emerging niche players that are focused on the B2B market with specific processes, that is, lead management, show strong growth in a difficult economy. Marketers need to evaluate products and make trade-offs based on their key requirements and campaign management processes to be automated, because vendors offer strengths in different areas (for example. campaign type, channels or industries).

The MCCM market continues to show overall positive growth as marketers continue to shift investments from mass-marketed, one-channel, one-way, company-driven campaigns to multichannel, measurable, interaction-driven campaigns. Vendors are providing more-advanced multichannel campaign execution, and marketers continue to build on inbound and outbound strategies for targeted, improved response and conversion rates. Although we saw some flattening of growth, particularly in the fourth quarter of 2008, areas in e-marketing and lead management, deployed via SaaS, grew. Expect these areas of growth to continue in 2009, and expect increased attention to cost optimization functionality within MCCM.

Progress in the campaign management market continues to focus on needed user interface (UI) improvements, and on filling functionality gaps in areas such as advanced analytics. Expect these trends to continue further in 2009, as B2B and business-to-consumer (B2C) marketers demand accessible, increasingly visual, MCCM functionality for marketing analysts, not the IT department.

More specifically, multichannel management market changes included:

• A rigorous focus on ease of use in all areas of MCCM. This has become a top criterion for MCCM vendor selection.
• A continued focus on inbound marketing and recommendation engine/offer management tools, with vendors such as Unica, Teradata, Aprimo, SAS partnering or building or improving capabilities in those areas. Offer management capabilities are becoming accessible for online marketing.
• Vendors such as SAS, Responsys, RightNow and ATG expanding partnerships with social applications such as Lithium Technologies and PowerReviews, as well as execution capability to social applications such as Twitter. An overall shift in focus toward e-marketing execution channels such as the Web, mobile Short Message Service (SMS), Really Simple Syndication (RSS) and e-mail marketing continues to accelerate.
• Vendors such as SAS and smartFOCUS are either shifting toward or are already offering delivery options for MCCM SaaS. By 2011, we expect more than 60% of the MCCM market to have a viable SaaS deployment option.
• Strong growth for online lead management, with vendors such as Marketo entering the market.
• User demand and additional vendor capability for distributed marketing and budget attribution.

Finally, new vendors will continue to emerge in the MCCM market. Although offerings such as Microsoft Dynamics CRM and those from Portrait Software did not meet minimal requirements for inclusion, they are gaining visibility with Gartner clients for their respective value propositions in MCCM.

MCCM processes enable companies to communicate offers to customer segments across a multichannel environment, such as direct mail, call centers, Web sites, e-mail and communities. This can include integrating marketing offers/leads with sales for execution. Basic campaign management includes functionality for segmentation, campaign execution and campaign workflow. Advanced analytic functionality includes predictive analytics and campaign optimization. Advanced execution functionality includes event triggering and real-time recommendations/offer management in inbound and outbound environments. E-marketing functionality, which is increasingly becoming integrated with campaign management, includes Web analytics, social applications/community marketing, mobile marketing, RSS and search marketing.

For inclusion in this Magic Quadrant, we focused on vendors that offer the most relevant and compelling solutions, and evaluated them against the following criteria. As the market evolves, these criteria may be adjusted to reflect changing user requirements and vendor capabilities.

Vendors must support all the following:

• The ability to create, execute and manage multichannel campaigns
• Proven campaign planning, tracking and reporting with role and approval capability
• A UI suitable for marketing users who create, execute and report on campaigns
• Specific, basic campaign management functionality, such as segmentation, campaign execution and campaign workflow

Vendors must support at least two of four functionality components:

• Advanced analytic functionality
  • Predictive analytics
  • Campaign optimization
• Advanced execution functionality
  • Event triggering
  • Real-time recommendations

We also considered evolving campaign management e-marketing functionality, such as Web analytics and community and search marketing. 

For inclusion in this Magic Quadrant, we focused on vendors with:

• At least 20 customers using campaign management
• At least 15 new customer wins during the past 12 months
• Substantial appearances on Gartner client shortlists for campaign management evaluations
• At least eight accessible client references

Vendors also need to have enough cash to fund a year of operations at the current rate of cash depletion.

Marketo

• Oracle PeopleSoft did not meet minimum criteria to be included.
• Oracle E-Business Suite (EBS) did not meet minimum criteria to be included.

The criteria and weightings for ability to execute remained the same for 2009 as for 2008.

Product/Service: A key differentiator for vendor selection for companies trying to gain a competitive advantage. Therefore, product capabilities are given a high overall weighting for the MCCM Magic Quadrant. Subcriteria include basic campaign and advanced campaign management functionality (45%), and basic and advanced analytics (45%), while functionality for e-marketing is given the remaining weighting (10%).

Overall Viability (Business Unit, Financial, Strategy and Organization): The overall health of the vendor, including the line of business offering campaign management solutions. Viability consideration includes the vendor's history, and commitment to the continued success and development of world-class MCCM. This is given a high weighting.

Sales Execution/Pricing: An assessment of the overall effectiveness of the sales channel, and how it deals with presales responsiveness, contract negotiations and pricing for campaign management. This is given a standard weighting.

Market Responsiveness and Track Record: An assessment of the campaign management vendor's success in creating and meeting consistent demand for its product, measured in continuing client wins and use in its installed base. This is given a low rating.

Marketing Execution: An assessment of the vendor's overall momentum and perceived campaign management focus and presence in the market. Vendors must show established and continued broad or specific (such as industry focus) credibility for campaign management in a multichannel environment. This is given a high weighting.

Customer Experience: An evaluation of client relationships with campaign management vendors. Product support and responsiveness and access to best practices, such as user groups, are considered. An important component of the customer experience is ease of use for the tool. Gartner's campaign management clients see this as an important aspect of the overall customer experience. This is given a standard weighting.

Operations: The ability of a vendor to meet goals and commitments. Factors include organizational structure (including skills, experience, systems and other vehicles) that enable the vendor to operate efficiently and effectively on an ongoing basis. This is given a low rating (see Table 1).

The criteria and weightings for completeness of vision remained the same for 2009 as for 2008.

Market Understanding: A vendor's ability to understand the campaign management space, its value proposition in the market, and how effective it is at reaching the marketing buying center for companies purchasing campaign management solutions. Vendors will demonstrate campaign management solutions that fit the needs of the overall market. This is given a high weighting.

Marketing Strategy: An assessment of how well a vendor can differentiate itself from its competition and functionality, and how it articulates continued visionary leadership in its overall campaign management vision. This is given a standard weighting.

Sales Strategy: An assessment of a vendor's strategy using direct and indirect sales channels to sell campaign management solutions. This is given a standard weighting.

Offering (Product) Strategy: An assessment of the campaign management feature set as it maps to functionality requirements in campaign management, particularly functionality that enables advanced capability in inbound and outbound environments. This is given a high weighting.

Business Model: An assessment of the vendor's alignment of go-to-market and sales strategies for particular industries, geographies or delivery models. This is given a standard weighting.

Vertical/Industry Strategy: A vendor is assessed on how well its solutions target its current market, as well as its ability to leverage best practices or capabilities for targeting new industries. This is given a standard weighting.

Innovation: An assessment of the vendor's expertise or capital for investment for pre-emptive purposes in developing new areas of campaign management. This is given a low rating.

Geographic Strategy: See the "Business Model" criteria. This is given a standard rating (see Table 2).

Leaders consistently do considerably better in overall campaign management performance for basic and advanced campaign management, as well as for integration with e-marketing. Leaders have high market visibility, high market penetration, strong market momentum and a strategic vision for growing the campaign management business.

Challengers see continued investments in campaign management solutions as complementary offerings to business applications that are their core competencies. Challengers have a developing understanding of the campaign management market and basic campaign management functionality. They see campaign management as an opportunity to increase revenue and retention in their installed bases, and they concentrate on established clients' needs for campaign management functionality and strategic direction, rather than on setting a visionary pace with potential requirements.

Visionaries provide a strong vision for the campaign management market, or excel in advanced or emerging areas, such as inbound marketing and e-marketing. They can set strategic direction or demonstrate specific innovative capabilities in one or more functionality areas (such as advanced campaign functionality or e-marketing integration) in campaign management that the market will eventually adopt. Visionaries may have campaign management implementations from different buying centers, such as the call center or e-commerce departments. Although visionaries show promise in campaign management, they may lack execution capabilities, such as growth potential, resources or scalability, in the near term.

Niche players provide specific needs in the campaign management space. They may be focused on a specific functionality, process (for example, lead management), geography and/or industry. Niche campaign management vendors tend to lack a broader set of campaign management capabilities (such as advanced analytics) or execution potential (such as sufficient resources or a fully developed market strategy).

Alterian, a small and growing U.K.-based company, is a niche player in the MCCM Magic Quadrant that provides campaign management execution built on top of a high-performing analytics engine. Clients looking for hosted campaign management with strong analytical tools should consider Alterian for midmarket campaign management. Consider alternatives when a lower-cost, more operationally focused MCCM solution isn't the priority.

• Alterian increased revenue by 95% for the first half of fiscal-year 2009 versus the first half of fiscal-year 2008, largely from its acquisition of Mediasurface. MCCM grew around 30%.
• During 2008, Alterian improved its campaign scheduling and auditing capability, including additional support for client databases, enhanced enterprise scheduling and job execution support for multiple client databases, scheduling templates for defining execution windows for data loads, remote execution capability to allow intensive campaigns to be processed, and improved audit and reporting across offline and online execution. In addition, external list data can now be imported by end users for e-mail campaign execution (outside database refresh).
• Alterian acquired Mediasurface in 2008, and can execute e-mail campaigns from the Web content management system. This will provide marketers with one place to go for their content template library, for brand consistency. Alterian has a partnership with Omniture for Web analytics. Alterian's products are largely hosted campaign management solutions.
• Alterian's road map in 2009 includes support for an expanded set of user personas, most notably business-user-focused campaign management, which will eventually include full campaign management and analytic functionality accessible from a Web browser. Web-based functionality will begin with a Web-based visual dashboard launching in April 2009, with configurable gadgets including charts grids, gauges and "traffic lights.” The end of 2009 will include fully Web-based campaign management, automated modeling on Web segment data and a new Web-based analytical workbench. Predictive analytics via a Web browser is slated for 2010.

• References consistently mentioned reporting as not being as good as external reporting tools. References mentioned ease of use overall and the need of an improved graphical UI (GUI). Alterian will be addressing this as it migrates to a Web-based offering.
• The channel partner, not the marketing department, usually selects Alterian. In addition, management service providers (MSPs) tend to view Alterian as a lower-cost, operationally focused alternative to larger campaign management vendors.

Aprimo, known for its marketing resource management (MRM) leadership, is a challenger, because it continues to add MCCM deals into its installed base. Companies with a focus on broad MRM strengths, in conjunction with MCCM, should consider adding Aprimo to their shortlists for MCCM. Consider alternatives if MRM isn't a priority, or if robust e-marketing capability is warranted.

• Gartner estimates Aprimo's revenue for 2008 at $50 million to $60 million, with about 40% coming from MCCM, as opposed to MRM. The number of new campaign management deals improved moderately in 2008. Aprimo's shift from a perpetual license model to a subscription model created a flattening of revenue overall, which is expected to rebound in 2009 as the subscription model catches up in revenue recognition.
• Aprimo provides basic and advanced campaign management execution, including lead management and event-triggered marketing, and has partnered with SPSS for advanced analytics to incorporate prebuilt models for in-line scoring during the segmentation process. Aprimo has about 20 customers, as of the end of 2008, using SPSS. Aprimo targets the financial industry, retail/consumer packaged goods and life sciences markets.
• Aprimo continues with its partnership with eglue for inbound marketing through a contact center or the Web (there are six instances), and Aprimo will be expanding its inbound capabilities in 2009, with additional event-based detection capabilities under a modeling approach, moving beyond a rule-based methodology.
• Aprimo's solution is based on a service-oriented .NET platform, and provides a workbench for integration with other applications, like those based on Java Platform, Enterprise Edition (Java EE). In version 8.5, Aprimo will have native-driver access to Teradata database for read and write capabilities for MCCM.
• Aprimo’s road map for 8.5 will include field marketing capabilities, mobile support in areas such as SMS, Multimedia Messaging Service (MMS) and the ability to serve advertisements within mobile devices. Integration with salesforce.com will also be improved.
• Although its basic and advanced campaign offerings continue to improve, Aprimo’s leading vision comes from its MRM capability and its integration with MCCM.

• Aprimo has chosen to partner with other companies to fill more-visionary areas, such as advanced analytics and e-marketing, in its products. If relationships change, then Aprimo will be forced to change partners in advanced areas of campaign management.
• References cited that the ability to set up campaigns with multiple offers in dialogue manager could be improved. Some customers also cited minor support issues, such as agreeing on "levels of severity" for an issue, and the need to have only one point person to handle multiple issues.
• Although its basic and advanced campaign offerings continue to improve, Aprimo's leading vision comes from its MRM capability and its integration with MCCM.

ATG is a visionary provider with a realization, deployment and online approach toward campaign management functionality. Marketers in the online B2C retail and high-tech environments seeking e-marketing-specific campaign management for e-commerce and e-service should consider ATG on their evaluation shortlists. Clients looking for campaign management through other channels, such as the call center or direct mail, should consider alternatives.

• ATG continues to close new deals for B2C e-commerce, which includes campaign management in an online environment. ATG's revenue grew by 20% in 2008. Revenue reached more than $164 million in 2008 for the company as a whole.
• ATG has basic and advanced campaign management, such as event-triggered marketing, cross-selling and upselling, A/B testing, e-mail marketing and an in-line search marketing/online segmentation strategy called "searchandising" in an online environment. ATG partners with community marketing vendors, such as Bazaarvoice and PowerReviews, Jive Software and Pluck to help move customers toward purchases. Community marketing is a growing area in campaign management, which Gartner considers a visionary capability.
• In 2008, ATG packaged eStara, its click-to-call, click-to-chat and call-tracking functionality, and CleverSet, its recommendation engine, now know as ATG Recommendations, for personalized cross-sell/upsell, and packaged these offerings into new optimization services delivered as a SaaS deployment. There were seven net-new customers for this packaged offering in fourth-quarter 2008. These services can be used independent of the ATG Commerce Platform.
• For 2009, expect more of ATG’s functionality to be offered as a SaaS model with the ability to be platform-independent In addition, ATG has plans for content targeting, UI improvement, a merchandising redesign and improved reporting and tracking across channels, and e-mail campaigns from the recommendation engine.

• ATG is online-focused, primarily for Web selling, which includes online campaigns. Its main value proposition is supporting e-commerce.
• References cite the need for more-robust content management capabilities that are easier to incorporate with their processes beyond commerce.

Eloqua is a small but growing niche provider with top mind share in lead management, offering an on-demand solution for B2B or B2B in consumer markets where "large, considered" purchases require a sales agent. Midmarket, B2B-oriented clients or those with sales agents working on large, considered purchases (for example, wealth management and major sports clubs) looking for on-demand campaign management specifically focused on lead management should consider Eloqua. Consider alternatives when lead management is not a priority.

• Eloqua revenue grew 54% in 2008, to approximately $34 million. The company is profitable.
• The company's products support lead management as a business process. This includes lead scoring, nurturing and routing designed with the channels for generation and execution (such as online and e-mail), as well as for integration points (such as sales and events). Its main execution channel is e-mail marketing, but it also provides data collection reporting and analysis from e-mail landing pages, direct mail (on demand), Web sites, Web events, surveys and online registration forms.
• Eloqua provides basic campaign management execution — such as segmentation, execution and workflow — geared toward generating leads, including event-triggering and e-mail marketing execution capability in an on-demand environment. Eloqua has also added RSS, SMS, text-to-speech and recorded voice, features that are of interest to sports marketing clients.
• During 2008, Eloqua moved from an a-la-carte selection of functionality to more tier-type offerings to match functionality requirements for customers in different generations of lead management. In addition, Eloqua added tactical usability improvements, including simplified terminology, custom dashboards and templates for processes such as lead scoring. Eloqua is also making more use of saved workflow elements that can be reused. In addition, the company introduced "One click" Web services application programming interface (API) integration capability to Microsoft CRM live and salesforce.com. Its purpose is to provide self-service integration capabilities.
• Eloqua now has a premiere services offering for strategic lead management, and is introducing a best-practices community (internal and external community content) around lead and campaign management processes.
• Eloqua will be releasing a sales toolkit in 2009 that puts Eloqua data into CRM applications and Microsoft Outlook without logging into Eloqua. Eloqua will continue improving ease of use though UI updates with in-line help and navigation improvements.
• Partners include a substantial relationship with salesforce.com, along with growing partnerships with Microsoft for the Dynamics CRM product, NetSuite, SalesLogics and Oracle (Siebel).

• References reported bugs with releases that take some time to be fixed.
• References report a steep learning curve for marketing users, and that the current UI and documentation could be improved.
• Eloqua is seen as costly, as compared to the competition, even with released tier-type offerings.

Infor CRM Epiphany offers B2C campaign management in a company that mostly sells software to B2B manufacturing environments. Infor CRM Epiphany will be increasing its focusing on its installed base for new business in CRM, and moves from a challenger to a niche player in the MCCM market. Companies seeking campaign management should evaluate Infor CRM Epiphany's strategy for using the Infor CRM Epiphany product as a CRM suite, and should understand Infor CRM Epiphany's R&D investments, as well as its focus on campaign management development. Consider alternatives when a CRM suite isn't warranted.

• Campaign management functionality includes basic and advanced campaign management execution, and basic and advanced analytics.
• Infor CRM Epiphany's campaign management strength is in B2C service industries, and it still has significant mind share around inbound marketing capability through Interaction Advisor. The main industries that it targets are banking, telecom, media and consumer goods.
• Infor CRM Interaction Advisor is slated for a 7.0.3 release for second-quarter 2009 that includes performance and scalability improvements and Real-Time Miner enhancements, such as assigning multiple miners to a single offer and the ability to define and deploy specific strategies for different groups of customers for improved targeting of offers.
• References consistently mentioned easy system setup, front-end flexibility and following the "train of thought" of marketing users, rather than that of IT organizations. References also cited good reporting metrics, such as measuring the success of a campaign and a good query/data-mining selection tool for business analysts.

• As a result of “the current economic environment,” industries traditionally seen as more of a strength for Infor CRM Epiphany, such as B2C service areas like retail, hospitality, and gaming, will be considered more-opportunistic.
• Clients consistently mentioned weakness in advanced data mining to support campaign management.
• A significant update to inbound marketing that would provide unified inbound/outbound fusion with one UI is not expected until the first half 2011. More options for external access have been moved from first-quarter to fourth-quarter 2009. Look at Infor CRM’s promised release dates and future road map, to see whether it is in-line with your company’s campaign management plans.
• We believe that Infor currently carries at least $4.5 billion in debt, used primarily to fund acquisitions (Infor has indicated that this figure is materially overstated, but has not provided additional information). This is a highly leveraged company by enterprise application software vendor standards. Gartner suggests that users bear this in mind in discussions with Infor, and seek assurance that the company has the wherewithal to execute on the components of its strategy that are relevant to users’ specific strategic requirements.

Market2Lead is a small but growing niche player, and is a very visible provider of B2B lead management products for B2B organizations in the midmarket, largely through its connection to salesforce.com. B2B clients should consider Market2Lead as a provider of lead management tools that enable marketers to start automating the leads process.

• Market2Lead grew revenue 56% in 2008.
• Market2Lead provides basic campaign management functionality, specifically in lead management in an on-demand-only offering. Functionality includes lead management to process and score leads, as well as to create microsites/online form registrations and call scripting for telemarketing. The offering has reporting capabilities for executed campaigns, such as Web site tracking and dashboard reporting. Market2Lead has live lead management campaigns in 42 languages, and operates global campaigns for multinational companies.
• Market2Lead's February 2008 release included, most notably, navigation improvements and a redesigned GUI. More ease-of-use functionality was added, such as wizards for campaign, program and Web form creation. Drag-and-drop graphical editing for workflow campaigns was also added. Web Services API was also released for integration with in-house sales applications and the ability to pull leads from Market2Lead.
• Market2Lead partners with e-mail service providers, such as ExactTarget and Premier Global Services, to send e-mail. Market2Lead also partners with Lithium Technologies for community marketing.

• Market2Lead appears on evaluation shortlists for offering a less-complex, lower-cost solution, as compared with other lead management competitors, rather than on the strength of its capabilities.
• A large percentage of Market2Lead business comes through salesforce.com. Market2Lead should not become reliant on this partnership, because Eloqua, in particular, has more traction there. In addition, salesforce.com could decide to add capability in its lead management offerings.
• Market2Lead has resources in the U.S. and Central and South America; however, all but three customers come from the U.S.

Marketo enters the MCCM Magic Quadrant as a very visible niche player offering lead management capabilities primarily for the midmarket. B2B marketers should consider Marketo as a midmarket provider of SaaS lead management tools that enable marketers to automate the leads process. Consider alternatives if you’re not using salesforce.com for sales.

• Marketo is small but quickly growing (released in 2008 and now has 185 customers). The company is adding more than 20 customers a month.
• Marketo functionality includes SaaS-delivered, basic campaign management capabilities with specific functionality for lead management, such as lead scoring, lead nurturing via custom landing pages and microsites, including A/B testing capability. Marketo provides lead capture forms, lead deduplication and data quality management, and dynamic content within e-mail marketing execution. Lead Insight for Sales, a native salesforce.com application that also plugs into Microsoft Outlook, gives salespeople visibility into sales leads and involvement in the scoring and nurturing processes. Marketo integrates with salesforce.com.
• Marketo is targeting B2B, including high tech, manufacturing, professional services, healthcare, communication and financial services. These tend to be divisional purchases, rather than companywide, but Marketo plans to target and move upstream into enterprise-level lead management.
• Most references reported quick setup and ease of use for the Lead Management product primarily executed through e-mail. References overall scored Marketo above average for the product as whole.
• Marketo announced Marketo Lead Management 3.0 in March, and is releasing a major upgrade to Lead Insight for Sales in May. The 2009 road map for Marketo includes, most notably, forecasting and predictive analytic capability, automated scoring functionality, processes for budget attribution of lead sources, and an event management module.

• Marketo only has clients that integrate with salesforce.com at this time, but has released a full set of API that allows integration with other CRM systems. Marketo should not become overly reliant on this partnership, because salesforce.com could decide to add capability in its lead management offerings.
• References reported that campaign planning and calendaring are weak. Reporting capability is not as good as that of best-of-breed vendors.
• Although Marketo is quickly gaining visibility and clients, it is entering an increasingly crowded area. Marketo must continue to demonstrate ease of use, and must start showing leading visionary functionality to differentiate itself in the market.

Neolane, founded in France, is a small but growing niche player that continues to raise visibility as it moves from being an e-mail-marketing-focused execution provider toward midmarket MCCM. B2C midmarket clients should consider Neolane, particularly if e-mail, Web and mobile marketing are major channels for campaigns.

• Neolane increased its revenue approximately 40% in 2008.
• Neolane provides basic and advanced campaign management and surveying tools, and partners for more-advanced analytic capabilities. Neolane's 5.01 offering includes embedded predictive analytics through a partnership with Kxen. Additional partners include SPSS for predictive analytic capabilities, Omniture for Web analytics, and Bizaarvoice and Power Reviews for community marketing capability. Neolane partners with H-Care for virtual assistants. Neolane does not target specific vertical markets, but its strengths have included retail/e-commerce B2C, B2B high tech, financial services and telcos.
• Channels targeted by Neolane include e-mail, Web, call-center and Wireless Application Protocol (WAP)/SMS for mobile marketing execution. Neolane also offers print mail (print on demand).
• In 2008, Neolane delivered a new browser and tab-based GUI, a new reporting engine and MRM functionality around budgeting and collateral. Neolane also released its Deliverability Toolbox for execution of online campaigns, including e-mail in-box rendering/monitoring. Neolane packaged lead management capability into Neolane Lead for B2B Lead Management.
• The road map for 2009 includes, most notably, offer management with capabilities such as showing constraints, propensity to buy and multiple-offer deployment options, particularly on the Web. Rules and offers will be coordinated for inbound and outbound and not separated. Neolane is also slated to release a distributed marketing capability for branches, agencies and/or dealerships.
• References consistently reported above-average professional-service support and generally give a positive overall rating for Neolane's products, including ease of use and online content personalization.
• Neolane has on-premises and on-demand deployment options. In addition, Neolane or the client can host the full or distributed aspects of the license. For example, this can be used if the client wants its database behind its firewall, or does not want to replicate operational data across the network.

• Neolane entered the U.S. market during 2007, but has somewhat limited human resources there (20), compared with Europe, the Middle East and Africa (EMEA; 90). Neolane should continue and is continuing to increase resources in the U.S.
• Neolane should leverage its capability and vision in areas of e-marketing, such as offer management and campaigning on a Web site, to further differentiate itself in the growing and competitive midmarket campaign management space.

Oracle (Siebel) overall viability and clear marketing positioning in the Oracle environment keeps Siebel in the Leaders quadrant. B2B and B2C marketers should add Siebel Marketing to their campaign management shortlists, particularly where integration between marketing and sales can be leveraged. Consider alternatives when an overall CRM suite is not the main value proposition.

• Oracle reports that Siebel Marketing licensed revenue and deal size continued to grow in 2008, driven in large part by the Loyalty product line.
• B2B companies are still a "sweet spot" for Siebel Marketing, with B2B-specific functionality, such as lead management capabilities and integration with trade promotion. But substantial demand is increasing for B2C, with significant deals from the Siebel Loyalty Management module, giving Siebel more deals in areas such as travel and retail organizations.
• Siebel Marketing offers good breadth of functionality for basic and advanced campaign management, and for basic and advanced analytics. Siebel has taken the lead on loyalty management, while all but one other campaign management vendor are just speculating about adding loyalty modules to their road maps.
• Oracle (Siebel) CRM 8.1, released in 2008, included, most notably, improved event detection and triggering, with the ability to act on events from external systems, usability improvements for landing pages for e-mail marketing and improvements to the lead management capability, such as a declarative rules framework for improved lead quality and lead nurturing. Loyalty management updates included recognition and reward for the Web and in-store point of sale, support for dynamic and multicurrency redemption pricing, as well as corporate-employee joint rewards. Loyalty partner management improvements included faster partner setup, easier billing and setting up partner transaction processing rules without requiring IT intervention.
• References reported robust segmentation ability, reusable segments, ease of use for creating campaign workflows and informative dashboard capability. References also noted good integration with the loyalty module.

• Siebel Marketing is achieving B2B and B2C momentum among marketing departments for campaign management capabilities, but integration with the broader CRM suite continues to be the primary value proposition.
• Most references reported choosing Siebel because of an existing relationship with the company rather than because it is best of breed, except where loyalty management was the main driver.
• References report somewhat sporadic support from Siebel, and that they needed more hand-holding on more-complex activities. Ease of use can be improved.

Responsys continues strong growth as a niche player continuing to move from a purely e-mail marketing execution provider toward midmarket MCCM. B2C marketers seeking a midmarket, on-demand-only campaign management tool whose main channels are e-mail and the Web, should consider Responsys. Clients seeking B2B functionality, such as lead management or event planning, or B2C clients seeking inbound marketing in the call center, should consider alternative providers.

• Responsys added 50 new campaign management customers in 2008. The company is profitable, and saw 43% growth in 2008.
• Responsys provides basic B2C and B2B campaign management, and some advanced analytic and e-marketing capabilities in a multitenant, on-demand environment. Industries targeted in order of priority are retail, financial services, travel and hospitality, and high technology. Channels include e-mail, SMS, the Web and direct mail (print on demand). Responsys has partnerships with Omniture Test&Target and Coremetrics Intelligent Offer for online offer management. Responsys partners with Bazaarvoice for community management and has Web analytics partnerships with, most notably, Omniture, Coremetrics and WebTrends.
• Responsys' current version, Response Interact 6.0, includes Interact Campaign for campaign management, Interact Program for dialogue and event-based marketing, Interact Team for marketing process management, and Interact Insight for advanced analytics and reporting.
• On the Responsys road map for 2009 are improvements in areas such as campaign workflow, campaign execution and reporting. This should include an aggregated project view of multiple campaigns, an integrated landing-page builder with optimization capabilities, and integration improvements for recommendation engines and social networks, such as Facebook and Twitter. Responsys will also improve mobile-campaign reporting, including opt-in/opt-out and deliverability for the mobile channel.
• References consistently report above-average support from Responsys professional services.

• Responsys needs increased visibility from MSPs, although it has a good presence among some interactive marketing agencies, such as DDB, Wunderman, OgillyOne and Draftfcb.
• References sited that they wanted more flexibility/customization for reporting.
• Although there are more multichannel advanced users, many references still report use of e-mail and Web landing pages as their main channels, rather than multichannel. Responsys must show more multichannel use as it makes the transition from pure-play e-mail marketing to MCCM.

RightNow sells its campaign management offerings as part of a CRM suite. It is a niche player in this Magic Quadrant. Marketers should consider RightNow Marketing when it is important to complement basic campaign management with the capability to leverage customer service knowledge and activities in an on-demand delivery model. Consider alternatives when integrated marketing and service solutions are not needed.

• RightNow grew its recurring revenue 25% in 2008.
• RightNow provides on-demand CRM capability with core strengths in customer service and complementary sales and marketing solutions, with an emphasis on high tech, retail, consumer goods, higher education, government and telecom. RightNow focuses on B2C-oriented businesses, which are better-suited to RightNow's campaign management offerings and its installed base of service-based call centers.
• RightNow has basic campaign management capabilities, such as dialogue management, basic event triggering, lead management and segmentation, which are realized primarily through e-mail marketing. The company partners with Lithium Technologies, which can be used for community marketing. RightNow also has partnerships with e-commerce vendors. In addition, RightNow has a contact center offer management tool that automatically displays the most relevant offer to the agent to present to the customer (offers are defined by the marketer).
• Changes in 2008 included campaign designer usability improvements, such as contextual sensitive Microsoft Office ribbon tabs, snap-to-grid and smart connectors for campaign dialogue design. The company also added partnerships with Pivotal Veracity for e-mail reputation and delivery and burst for business intelligence. RightNow also added a topic-monitoring capability, which automatically clusters common-topic responses from free-form textual feedback so unstructured text can be analyzed much more quickly.
• References consistently mentioned UI and campaign workflow ease of use for the marketer as being a strength for RightNow.
• The road map for campaign management in 2009 includes an e-mail delivery dashboard, the ability to call scripts (such as e-commerce transactions) that add context to marketing mailings and surveys, and improving advanced analytic capabilities, mostly through OEMs, rather than through partnerships.

• References consistently mentioned that the standard reporting tools are not very flexible and are not customizable.
• There are no predictive analytics or advanced data-mining capabilities available.

SmartFOCUS is a small campaign management vendor in the Niche Players quadrant. SmartFOCUS offers basic and advanced campaign management. Clients should consider smartFOCUS specifically when seeking campaign management/e-marketing capability with integrated analysis and database management for the midmarket.

• During 2008, smartFOCUS grew its revenue by 10%, adding to its customer base predominantly in the midmarket.
• SmartFOCUS offers basic and advanced campaign management tools for data integration, descriptive and predictive analysis, reporting, campaign planning and management, supporting outbound and in-bound offline and digital execution channels, including e-mail, SMS, RSS and landing, and microsites. Industries targeted include finance, news media, retail and travel.
• The company is targeting Europe and the U.S., and usually helps clients build or integrate a marketing database (predominantly SQL) in the process. Deployments have been licensed software and hosting, although they are transitioning to SaaS for multichannel marketing in the midmarket. More than 70 marketing service partners deliver software solutions internationally. In 2008, smartFOCUS bought a U.S. partner focused on SaaS deployments with more than 100 customers in the news media vertical market.
• The company partners with Kxen for advanced predictive analytics, which can be deployed in smartFOCUS’s marketing platform. It also partners with Omniture for Web analytics, and has added salesforce.com to extend smartFOCUS’s B2B lead management functionality to include closed-loop sales processes, such as opportunity management and lead tracking.
• Modular solutions from smartFOCUS offer several deployment options, including on-premises and hosted. The company now deploys more than half of its customers on demand.

• SmartFOCUS was not profitable in 2008 as it migrated to a SaaS model to leverage its software for the midmarket. The company’s digital marketing solutions saw 50% growth in 2008, increasing the number of news client but at a lower price point.
• Although smartFOCUS has marketing service partnerships for selling in the U.S., it continues to lack visibility among U.S. marketing departments. It will need to show mind share from the news media customers it acquired, giving it some focus and differentiation in the U.S.
• SmartFOCUS has again pushed back its plans for a unified UI, now promised at the end of 2009. The company plans to use Microsoft Silverlight for its UI and to provide a "desktop experience over the Web.” This will be necessary to continue to migrate to SaaS successfully.

Company viability, the number of new clients and the overall value proposition of marketing as an integrated solution keep SAP a challenger in the campaign management market. Marketing departments in an SAP environment should evaluate SAP campaign management to see whether it meets most of their requirements before seeking best-of-breed solutions elsewhere. Consider alternatives when SAP is not part of your current or planned environment.

• Gartner estimates that more than 40% of the CRM 2007 product deals included marketing customers.
• SAP provides basic campaign management execution, trade promotion management and main distribution frame capabilities that enable comarketing with channel partners. SAP also provides SAP Real-Time Offer Management, which adds more-advanced, real-time decision capability to the product. SAP released an easier-to-use segmentation with a graphical waterfall UI in February 2009. SAP CRM 7.0 has more than 40 clients ramping up, with three scheduled to go live in March 2009.
• SAP is releasing a loyalty module with accrual and self-service redemption capabilities with integration to customer management functionality, such as segmentation and offer management, Interaction Center and WebChannel. SAP will target retail, travel and transport, and some manufacturing to retail areas. SAP will be one of two MCCM vendors with this capability.
• SAP's road map includes improving its marketing calendar, and recency, frequency and monetary value (RFM) modeler integrated with segment builder, rather than working in separate instances, and the ability to segment on external and large volume business intelligence data. SAP will be enhancing visual capabilities using reporting/charts within Segment Builder to take action on insight while building a campaign interaction strategy. SAP has prototyped and is exploring text-mining capabilities to pull marketing insight from and execute to social networking sites. SAP will also be working to address scalability issues for larger numbers of customer records (50 million plus) found in B2C environments.
• References are validating substantial improvement around ease of use from CRM 2007 release.
• On-demand offerings are properly positioned as a ramp-up for larger, longer-term licensed SAP implementations; however, there has not been much demand for the delivery.

• There is no visibility for campaign management outside of SAP's product, and it is evaluated as part of an ERP offering, rather than as a best-of-breed MCCM.
• There are scalability issues for customer records of more than 5 million. There are plans to address this in the next release.
• References cited that e-mail marketing needed "high volume" capability (in the 100,000s), which should be addressed by SAP in the future.

SAS remains in the Leaders quadrant for its substantial campaign management wins, with a strong analytic focus on campaign management. SAS should be on shortlists of marketing departments that want advanced analytics within MCCM. Consider alternatives when analytics are not a priority.

• SAS Campaign Management revenue grew around 11% during 2008 (as compared with 5.1% corporate growth).
• SAS has good basic and advanced functionality for campaign management, as well as strong advanced analytics capabilities, such as analytic segmentation and cross-campaign optimization that are integrated into the campaign process. SAS reports that the fastest-growing area for campaign management was its campaign optimization capability, particularly in financial services and telecommunications.
• Changes in 2008 included several minor releases that improved inbound marketing performance and added support for new database appliances like HP Neoview and Netezza. SAS released one of its Web analytic solutions, Customer Experience Analytics, in September 2008. SAS's real-time inbound marketing solution, Real-Time Decision Manager, released in 2007, saw some client adoption in 2008.
• SAS announced a SaaS version of its Campaign Management offering in April 2009. The SaaS offering will include prebuilt analytics, reports and templates for quick access. Additional SaaS modules are expected later in 2009 and in 2010. The planned road map for 2009 also includes a prototyped social network analysis that includes data-mining and text-mining capabilities for targeting customer segments. This is seen by Gartner as a more visionary area, and could become a strong differentiator when integrated in MCCM. Other updates include improvements to the SAS Web analytics offering, based on the SAS 9.2 platform, and is promised for spring 2009.
• References reported above-average capability from SAS's professional organization and support capability.
• References report that SAS Campaign Management performs above average for displaying/exposing the underlying data structures, and allows for adequate control of cells and extracts. Scheduling and automation of campaigns are described as robust and stable.

• References consider SAS for power-user-type work with advanced analytics capability, rather than for its strengths in campaign management alone.
• The campaign management market is evolving toward access and capabilities geared to the business user and the marketeer, rather than toward IT and statisticians. SAS is targeting the midmarket through its SaaS offerings starting in 2009, which has the opportunity to provide more accessible analytics to the business user.
• SAS needs to accelerate its road map in more-advanced analytic areas of campaign management, and to aggressively leverage its analytical strengths, because its vision is there. It has been slow to update its inbound marketing solution, its Web analytics offering, and its approach to e-marketing and emerging areas, such as community marketing.

Teradata's overall approach to MCCM, including its high-volume connections to Teradata's data warehouse, consistent appearance on campaign management shortlists and growing momentum for Teradata Relationship Manager (TRM) 6.0 keep Teradata in the Leaders quadrant. Large companies and companies that have large amounts of data with complex datasets for segmentation and targeting, and where data latency is a concern, should consider Teradata. Companies uninterested in running campaign management from Teradata Warehouse should consider alternatives.

• Teradata's value proposition is its data warehouse offering integration with TRM, which includes basic and advanced B2C campaign management capabilities. The company has partnered with Infor CRM Epiphany to add inbound marketing through the call center and the Web. Although competitors claim to enable data to be accessed wherever it is located, many clients end up building a marketing data mart. Teradata provides this with tight integration and quick access to customer data records.
• Changes in 2008 included Teradata further leveraging its data warehouse, allowing adapters to take Web analytic data from Omniture SiteCatalyst, WebTrends, Coremetrics and Doubleclick DART for publishers and advertisers into Teradata tables to capture online interaction and behavior for contextual targeting. More adapters will be added throughout 2009. In addition, Teradata has a partnership with Speed-Trap and has built a tool to load directly into database tables. With Speed-Trap integration, Teradata can capture data every five minutes, right down to mouse movements. This attention to leveraging the data warehouse to include online behavior data is one of the more visionary areas for the MCCM market.
• Teradata has started offering Teradata Accelerate for Marketing, which is essentially a smaller version of Teradata's data warehouse that packages TRM. Teradata expects a 60-day implementation time frame and a lower price point.
• References consistently give TRM high marks for scalability and the ability to run large amounts of segments and campaigns.
• TRM 6.0 references that have bought or evaluated the product mention significantly improved ease of use, improved workflow and the reuse of objects.

• Companies must invest in Teradata Warehouse as part of TRM, which limits platform choice for the underlying marketing database.
• Although references report that TRM 6.0 is more intuitive than previous versions and welcome the resigned interface, Teradata TRM is not built for the casual user, and requires substantial skill to use fully. However, as part of its road map, Teradata is adding functionality to its UI to accommodate the casual user in the next release, slated for end of 2009.
• Although it offers Warehouse Miner for data mining, Teradata has focused on the Analytical Data Set Generator component, and positions this for data preparation and scoring aspects for any data-mining application.

Unica's core competency and top mind share toward the MCCM market keeps it in the leadership position. Marketing departments should consider Unica when MCCM is a significant strategic requirement. Clients looking for more best-of-breed capabilities, such as digital asset management (DAM) and marketing fulfillment, should consider alternatives.

• Unica reported 18% growth for fiscal-year 2008, and $121.1 million in revenue.
• Unica provides clients in many industries with the broadest range of campaign management capabilities, depending on users' current and growing needs. Unica also is meeting the needs of campaign management departments for augmentation of campaign management with MRM. Unica has leading capabilities for basic and advanced functionality for campaign management and good advanced analytic capabilities, such as predictive analytics and cross-campaign optimization.
• Unica's Affinium 7.5 release in 2008 included a redesigned version of Affinium Campaign Interact, its inbound marketing offering, which provides increased performance and scalability. Unica improved its selection of Web site visitors for cross-channel campaigns, and improved its search marketing integration Affinium NetInsight. Another notable addition was an expansion of distributed marketing capabilities, including support for multiwave, sales force multiple-offer campaigns. On the ease-of-use improvement side, new dashboarding and visualization options for customer exploration and analytics were added to Affinium 7.5.
• Unica is positioning more of its online/offline data integration capability and vision with Unica Interactive Marketing. This further leverages its acquisition of Sane Solutions' Web analytics (now called Affinium NetInsight), which saw 100% growth in 2008. NetInsight is sold separately, both on-demand and on-premises, and as a stand-alone Web analytics product, and can also serve as a "wedge" for upselling Unica's campaign management offerings.
• Scheduled for release in 2009 is Unica’s 8.0 release, which will include a welcomed single UI for the product suite, including an integrated dashboard and portal.
• Interactive Marketing On Demand, now with some beta clients, will be generally available in autumn 2009.
• Unica's references consistently point to high scores for advanced campaign management, complex segmentation capability and flexibility for external data sources. They also noted good organization of campaigns, such as the capability to clearly define criteria for projects, and to create definitions for success for control over campaigns.

• Unica was not generally accepted accounting principles (GAAP) profitable in 2008, but has shown non-GAAP profitability and was cash flow positive.
• As a leader in this market, Unica must continue to provide a leading vision as an MCCM vendor, as it has recently with its push toward “interactive marketing.” Unica tends to make investments when the market is ready, and does not create new areas that customers and the market will follow.
• Unica will see increased pressure from the on-demand, midmarket players in campaign management. Although it targets midmarket solutions, Unica will need to demonstrate success with its on-demand interactive marketing solution, creating an alternative to its existing products, which are viewed as a large (and more-expensive) enterprise solution.
• Unica must show continued growth in MCCM because the market has become more competitive, particularly with on-demand offerings focused on e-marketing and lead management. This will require Unica to continue expanding its offerings for MRM and the growing market for enterprise marketing management outside the area of database marketing.