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Magic Quadrant for Multichannel Campaign Management

Published: 11 April 2017 ID: G00307776

Analyst(s):

Summary

Marketing leaders will find a host of new vendors in this year's Magic Quadrant for multichannel campaign management. Vendors are focused on integrating machine learning, personalization and ad tech capabilities into big data foundations for deeper customer engagement.

Market Definition/Description

The multichannel campaign management (MCCM) market consists of vendors that orchestrate customer engagements and marketing content to individuals and segments across multiple channels. Channels may include websites, email, mobile, social, programmatic advertising, call centers and direct mail. Capabilities include:

  • Basic campaign management, including functions for segmentation, campaign creation, campaign workflow and campaign execution.

  • Advanced analytics functions, including predictive analytics, prescriptive analytics and campaign optimization.

  • Advanced execution functions, including loyalty management, content management, event triggering and real-time offer management for both inbound and outbound environments.

  • Integrated marketing engagements, including offers and leads with sales for execution in B2B and B2C environments.

  • Expanding digital marketing capabilities, including content marketing, video, digital signage, kiosks and the Internet of Things (IoT).

Magic Quadrant

Figure 1. Magic Quadrant for Multichannel Campaign Management
Research image courtesy of Gartner, Inc.

Source: Gartner (April 2017)

Vendor Strengths and Cautions

Adobe

Adobe is a Leader, enjoying top name recognition among marketing leaders in the retail, media, publishing, financial services, travel and high-tech industries. Consider Adobe Campaign for its breadth of digital and offline campaign management capabilities, and its tight link to the analytics and content management functions within Adobe Experience Cloud.

Strengths
  • Product:  Adobe Campaign, part of Adobe Marketing Cloud, enables campaign orchestration of online channels (such as email, web, display and mobile advertising), as well as offline channels (such as direct mail and call centers). The solution offers multidimensional segmentation, campaign creation and orchestration, real-time customer interactions, and reporting.

  • New capabilities:  In 2016, Adobe Campaign added features to its email capabilities, including improved transactional messaging, streamlined A/B testing, predictive subject lines, responsive design previews and integrations directly into Adobe Creative Cloud. It strengthened integrations with Adobe Analytics to include access to Adobe Marketing Cloud Triggers, enabling marketers to remarket to consumers in near real time across channels. Adobe Campaign added packaged services engagements for specific tactics, along with use cases to facilitate advancement along an Adobe-created multichannel campaign maturity framework. This framework enables Adobe account managers to assess client maturity and develop a roadmap of Adobe Campaign activities and objectives.

  • Roadmap:  Adobe's plans for 2017 include continued improvements to its UI, email functionality and scalability, and stronger integration with Adobe Creative Cloud. Expect Adobe to further leverage its artificial intelligence (AI) framework, Adobe Sensei, to strengthen analytic capabilities within Adobe Campaign.

  • References:  References cite robust functionality as a top strength for Adobe. References also note Adobe's strength in service and support.

Cautions
  • References note that marketing teams using Adobe Campaign need at least a moderate skill set. They also mention overall UI as needing additional work for ease of use.

  • References note the complexity of integration projects, even among Adobe's own products. Adobe clients report the need for a clearer picture of where and how Adobe Campaign can connect with the rest of Adobe Marketing Cloud.

  • While Adobe Campaign is positioned for both B2C and B2B marketing, its strength is B2C. Gartner estimates that approximately 25% of Adobe Campaign implementations support B2B marketing tactics, including lead management functionality. B2B marketers should examine their needs to assess whether Adobe is an appropriate fit.

AgilOne

AgilOne is a Niche Player this year, strengthening both its MCCM and customer data platform (CDP) vision. Consider AgilOne if you're a B2C enterprise marketing team (particularly in the retail, and travel and hospitality industries) seeking a customer data platform with robust predictive analytics and core MCCM applications.

Strengths
  • Product:  AgilOne has roots in analytics with an emphasis on predictive capabilities, all evident in its AgilOne v.6 product. With tools and API support to integrate multiple sources of customer data (such as display advertising, social and offline), AgilOne merges disparate data from web, mobile analytics and point of sale (POS). This capability enables predictive next-best actions for customers and high-touch clienteling functions for retail marketers, providing an actionable view of customers and prospects.

  • New capabilities:  With v.6, AgilOne delivers a new UI in its MCCM platform. It features real-time data ingestion with API and data export capabilities, plus enterprise scalability. It also features Config App, designed to accelerate implementations and upgrades for unique business requirements and custom-made rules for user teams. Enhanced API capabilities give v.6 more ways to integrate with data management platforms (DMPs) and third-party data sources; and integrations with Oracle DMP, Oracle Datalogix and Acxiom are live in production.

  • Roadmap: AgilOne plans to continue building out the platform's app connectivity in the first half of 2017, adding connectors for email service providers Selligent and Emarsys (both also in this Magic Quadrant). More connectors should follow, including Google, Twitter and euromessage (from Related Digital), and enhanced Facebook integrations. AgilOne plans to enhance its mobile capabilities. Later in 2017, AgilOne plans to add a mobile app software development kit (SDK), enabling mobile application instrumentation and partnerships with mobile data integrator mParticle. AgilOne also plans to enhance globalization, machine-learning capabilities and partner enablement.

  • References:  AgilOne clients mention the company's ability to serve as a strategic partner as a key strength. Customers also score AgilOne highly for its product functionality and performance, and its future roadmap and vision.

Cautions
  • Client references using v.5 note a desire for true 24/7 data ingestion and processing (versus v.5's current overnight processing capabilities). This comment did not apply to clients using v.6 of the platform.

  • Some reference clients cite implementation duration and support as ongoing issues. This necessitates AgilOne's delivery of Config App, which simplifies implementations with a metadata-driven approach and infinite flexibility for brand-specific requirements.

  • Reference clients who were using v.5 of the platform cite UI complexity as a caution.

Emarsys

Emarsys, a Niche Player, enters this year's Magic Quadrant targeting a broad range of industries, including retail, hospitality and travel. Marketers at midsize companies should consider Emarsys when seeking integrated predictive analytics, product recommendations and personalization capabilities for mobile, web, social and email marketing.

Strengths
  • Product:  Emarsys' B2C Marketing Cloud platform includes Smart Insight, Predict, Multichannel Automation Center, Mobile Engage and CRM Lead Ads for Facebook products. AI Marketing (AIM), designed to further optimize the timing, content and communication channel, embeds additional features vertically across the Emarsys B2C Marketing Cloud. More advanced campaign analytics capabilities include predictive analytics, product recommendations and incentive recommendations (for retention).

  • New capabilities:  In addition to introducing AI Marketing (AIM) in November 2016, Emarsys supports mobile push notifications with Emarsys Mobile SDK and online advertising (Google and Facebook) with CRM Lead Ads.

  • Roadmap:  In 2017, Emarsys plans to extend its AI capabilities across all offerings to identify and re-engage inactive contacts by running thousands of multivariate, multichannel engagements. The content template supporting AI efforts is designed to feature built-in logic and design, tracking dynamic content for impact. These capabilities will enable centralized asset management, independent of content channel.

  • References:  References consistently note an engaged and responsive Emarsys implementation and support team.

Cautions
  • References cite a desire for more product functionality. They report that Emarsys is still developing new features and await delivery.

  • References note instability with the SMS modules and the inability to set frequency caps across modules.

  • Given the broad range of industries it targets, Emarsys has low MCCM marketplace visibility, with most of its brand awareness confined to the retail sector.

Episerver

Episerver makes its first Magic Quadrant appearance this year as a Niche Player. As Episerver seeks to expand its U.S. presence, its primary market remains EMEA. Midmarket brands or enterprise subsidiaries in the retail, travel and hospitality, or financial services sectors seeking cost-conscious solutions for content marketing and email capabilities should consider Episerver.

Strengths
  • Product:  Episerver Digital Experience Cloud is the company's flagship platform. The Episerver Campaign application service, complemented by the Episerver CMS, Episerver Commerce, Episerver Social and Episerver Personalization services, delivers full MCCM functionality. The platform runs on Microsoft's Azure cloud platform as a service (PaaS) infrastructure.

  • New capabilities: Episerver acquired Optivo in September, building upon its MCCM capabilities. Its Campaign app added A/B testing for email and messaging campaigns, complemented by new send-time optimization capabilities and a new tool that enables marketers to set required message-deliverability key performance indicators. Episerver also added a robust data-store capability to Campaign for customer intelligence tools, as well as support for tracking customer histories across channels.

  • Roadmap: In the next year, Episerver plans to improve campaign approvals and workflows, and boost its support for Facebook lead ads. The company plans to enhance its performance and customer insight analytics capabilities with target audience clustering and customer journey visualizations.

  • References:  Episerver's client references opt for the company's all-in-one capabilities and lower overall cost relative to other providers (overall cost being the most frequently cited factor for purchase). References gave Episerver's overall ease of use, email and basic customer segmentation capabilities high marks.

Cautions
  • The acquisition of Optivo gives Episerver a sound email functionality. However, marketing teams with aggressive email marketing plans may want customizable analytics capabilities beyond what Episerver can currently provide.

  • Mobile email and messaging capabilities support basic responsive-design attributes (enabling emails to conform to mobile device screen size, among other features), but more advanced functionality is lacking.

  • Many of Episerver's reference clients don't utilize features considered core to MCCM functionality, such as multistep/multiwave campaign creation, lead management and event-triggered marketing. Marketers looking to implement most or all of Episerver's capabilities should tread cautiously.

Experian

Experian, a Niche Player, targets global B2C clients in multiple industry sectors. Consider the Experian Marketing Suite to centralize customer data and act on a unified customer view across multiple channels, particularly email. In November 2016, Experian announced plans to divest its email and multichannel capabilities. In April 2017, Vector Capital announced plans to acquire a majority stake in Experian's cross-channel marketing business.

Strengths
  • Product : The Experian Marketing Suite includes five integrated components — customer data management, customer data segmentation, campaign orchestration, campaign execution, and reporting and insights — highlighting Experian's focus on helping brands centralize customer data from multiple sources for actionable marketing programs. Experian augments this suite with a service offering comprising marketing strategy, onboarding and implementation, creative and analytics services, and deliverability consulting.

  • New capabilities : In 2016, Experian introduced usability enhancements to its campaign creation tool, adding inbox previews that support dynamic content across mobile and desktop devices. Campaign orchestration enables planned journey mapping and rule-based triggers for real-time response to customer events and preferences. The company bolstered its distributed marketing capabilities, offering variable access to campaigns and assets for local marketing partners in complex organizations, including SMS campaign support.

  • Roadmap : Experian plans to continue investing in UI/UX and workflow enhancements in 2017, particularly to its email marketing services. It intends to expand support for distributed marketing scenarios by adding single sign-on and approval workflows. Experian also plans to further develop its customer data platform to empower stronger, real-time client responses to audiences across multiple touchpoints. It aims to launch new reporting features built on a big data hub, progressing over time to more advanced analytics such as customer profiling, data enrichment and predictive analytics.

  • References : References note the scalability and flexibility of the Experian platform, particularly its ability to handle large data inputs. Clients also laud Experian for its responsiveness and service, citing the team as a trusted partner.

Cautions
  • The aforementioned proposed ownership change raises uncertainty about the roadmap for Experian's MCCM offering.

  • References note that the Experian Marketing Suite UI is dated and express a desire for platform tools that drive better results. For example, they note a need for stronger dashboarding capabilities. References also note challenges around deployment, particularly regarding new feature releases.

  • The company's functional breadth beyond email remains a work in progress, reflected in reference adoption of and ratings for other capabilities. This attribute is a challenge for the company in competitive multichannel deals.

IBM

IBM, a Leader in this Magic Quadrant, supports a broad range of industries with its wide global reach and legacy of industry excellence. Consider IBM's MCCM capabilities when you need strong segmentation, extensive functions and multiple deployment options.

Strengths
  • Product: IBM Watson Marketing has three main offerings for MCCM: IBM Marketing Software (on-premises), Watson Campaign Automation (a SaaS option formerly known as IBM Marketing Cloud) and Watson Real-Time Personalization (another SaaS option). IBM has several applications in its Watson customer engagement portfolio that add advanced analytics campaign management functions to its broad functionality.

  • New capabilities:  In 2016, IBM Marketing Software v.10 incorporated a unified interface from other marketing offerings. IBM Marketing Software users now get preintegrated process steps for executing digital messages using IBM Marketing Cloud, including email, SMS, mobile push notifications, social channels and group messaging. IBM launched Watson Real-Time Personalization, a SaaS-delivered, rule-based application for web content targeting. Personalization Rules Advisor is included, enabling Watson cognitive capabilities to suggest more accurate targeting for each piece of available content.

  • Roadmap:  IBM's 2017 roadmap will likely focus on additional cognitive functions utilizing Watson. IBM's Universal Behavior Exchange (UBX) will continue to support integrations with third-party offerings, enabling Watson Marketing to orchestrate new capabilities, data and channels, and access an increasingly complex marketing stack.

  • References:  References note IBM's focus on campaign management as a key strength, along with its ability to visualize complex campaigns holistically. Most references report seeing strong support before and after implementation.

Cautions
  • IBM references score IBM as below average for predictive analytics, specifically IBM SPSS, and average for web analytics. Marketers can compare these functional offerings from IBM with other providers and consider tying in alternative options.

  • IBM Campaign provides broad functionality, but requires marketers to use a mix of deployment models to fully leverage each capability. IBM Marketing Software is on-premises, and Watson Campaign Automation is deployed as a SaaS model. Full-scope functionality is offered as a hybrid. Prospective clients need to evaluate each solution, since some capabilities are not featured in both offerings.

  • References note that implementation of multiple modules is not as seamless as initially promised.

Listrak

Listrak, a Niche Player, offers a range MCCM capabilities, specifically for midmarket North American retail, CPG, and travel and hospitality industries. Consider Listrak if you're seeking an MCCM solution that supports digital commerce platforms and processes.

Strengths
  • Product:  Listrak's SaaS-based Digital Marketing Automation Platform includes marketing automation and campaign management suites as follows: Advanced Segmentation, Abandonment Suite, Alert Suite, Listrak Exchange (social advertising), Lifecycle Management, Personalization Suite and email marketing. Listrak also offers retail-specific applications, such as its Replenishment product and Transactional Email platform. It also offers product modules designed for retail applications, such as expanded trigger management for preorders, price drops and back-in-stock notifications within its Alert Suite.

  • New capabilities:  Listrak expanded data integration with retailer systems and third-party data sources, supporting advanced analytics such as predictive customer lifetime value. It added email capabilities, including drag-and-drop responsive builder, predictive content personalization, and time-zone and send-time optimization. The company forged partnerships with MediaMath, Adacado and Neustar, and expanded display ad retargeting. It added Facebook, Google and Twitter ad integration (advertising), email-to-store attribution reporting and coupon bar code generation (stores), and SMS and MMS capabilities (mobile).

  • Roadmap: Plans for 2017 include launching a data co-op to give customers access to second-party data and integrating DMP data for audience insights, segmentation and recommendations. Other planned improvements include expanded alerts, additional testing and optimization, reporting for conversion insight, transactional SMS, and the integration of mobile into workflow management.

  • References:  References choose Listrak for its ability to improve marketing efficiency and innovation, and to help retailers manage costs and support revenue growth. They value Listrak's ease of deployment and usability, account management, and support.

Cautions
  • Listrak faces finite growth opportunities in midmarket retail. While vertical expansion is a goal, Listrak will need to build or acquire industry knowledge and expertise to attract more nonretail clients and grow its business.

  • Listrak provides solid multichannel marketing orchestration; however, it lags behind other MCCM vendors in deploying email features such as dynamic content. Its mobile and social capabilities are limited to SMS, MMS and social advertising.

  • Client references note a lack of integration between Listrak's platform Composer tool and SMS products, making it difficult to achieve a single view of the customer and undermining segmentation.

Marketo

Marketo this year moves into the Leaders quadrant. The company has expanded from its B2B heritage into B2C marketing teams, gaining considerable wins. Consider Marketo if lead management, email and social marketing capabilities are priorities.

Strengths
  • Product:  Marketo's Engagement Platform is the foundation of its MCCM offering. Marketo apps and partner apps provide multiple channel-specific capabilities. The company incorporates predictive analytics capabilities with Predictive Content powering the platform's email and mobile marketing campaign capabilities. These functionalities link to Engagement's dashboards, enabling marketers to see predictive email and mobile campaign performance.

  • New capabilities:  In 2016, Marketo introduced its big data architecture, enabling marketers to rapidly onboard large volumes of first- and third-party data. To strengthen Marketo's mobile marketing capabilities, particularly in the area of SMS, the company cemented a partnership with Vibes, a mobile marketing platform. Account-based marketing capabilities were introduced into the Engagement Platform, featuring a robust set of analytics that enable marketers to track the impact of campaigns against lead pipeline and revenue performance.

  • Roadmap: Marketo plans to upgrade its Engagement Platform's analytics capabilities. Its insight analytics tools will be enhanced to show which content attracts anonymous and known users to the site. Journey insights will enable marketers to visualize and understand how customers discover and engage with a brand across life cycle stages and channels. To augment its Ad Bridge component, which focuses on Facebook audiences, Marketo will expand strategic partnerships with advertising technology partners, system integrators and digital marketing agencies.

  • References:  Customer references laud the Engagement Platform's rapid time to value, its ease of use compared with similar providers and the company's solid integration capabilities. Reference clients also cite the company's lead management, email and account-based marketing campaign capabilities as strengths.

Cautions
  • Client references note that Engagement Platform's ease of use and rapid marketing automation deployment come at a cost — customization can be difficult.

  • References cite concerns that Marketo's fees scale slightly ahead of their own growth. They note that such scaling is the price of supporting multiple business units.

  • References note Marketo's lack of system transparency — they report difficulties troubleshooting the platform using their internal teams.

Maropost

Maropost, a Niche Player, expanded in 2016 from an email service provider into a more rounded MCCM solution. The company primarily serves retail, publishing, and travel and hospitality verticals. Consider Maropost if you seek a midmarket solution that serves functional teams beyond marketing, including sales and customer service.

Strengths
  • Product:  Maropost seeks to be a flexible, all-inclusive platform that integrates with third-party tools while offering expansive native capabilities. Its SaaS-based Marketing Cloud supports email, mobile, social, web, display advertising, transactional messaging, analytics and reporting.

  • New capabilities:  Maropost expanded native capabilities across channels. It added a drag-and-drop report builder to its analytics offering, retargeting (display) to advertising functions, push notifications and in-app messaging to mobile capabilities, and personalization for website landing pages. It added campaign tagging, A/B testing and conversion tracking, as well as deeper integration with NetSuite, Infusionsoft and Salesforce.

  • Roadmap: In early 2017, Maropost enhanced Marketing Cloud with Sales Cloud, which will support sales teams, digital commerce and CRM users. It also launched Da Vinci, an artificial intelligence platform to support advanced personalization, content and product recommendations. The company plans to expand predictive analytics capabilities for segmentation, targeting, recommendations and lead management. In addition, 2017 will see enhancements including a custom dashboard, visual and responsive email editor, and survey tools, along with integrations with Magento Segment.io.

  • References: Client references value Maropost's breadth of capabilities and focus on customer service and support. They also note Maropost's strength at supporting reduced time to market, business process agility and decision making.

Cautions
  • A few client references site user interface issues and challenges. However, roadmap plans to enhance the dashboard and email editor could address these issues.

  • Maropost has very limited visibility for multichannel campaign management. It was only considered by a small percentage of client references for this Magic Quadrant.

  • Maropost states its focus is organic growth, preferring to maximize seats and expand relationships with existing customers. However, in a market saturated with competing platforms and point solutions, that approach could impede business growth.

Oracle

Oracle, a Leader, includes a broad range of capabilities for multiple industries. Consider Oracle's Marketing Cloud and its evolving connected assets in areas such as advertising and data onboarding to deliver strong, multichannel functionality for B2B and B2C marketers.

Strengths
  • Product: Oracle's Marketing Cloud platform focuses on integration of data and digital channels in a multichannel environment. Oracle segments its functions to specialize in B2B (Oracle Eloqua) and B2C (Oracle Responsys) for upper-midmarket and large enterprises. The separate offerings provide clarity for clients seeking to align a solution to their business model.

  • New capabilities: With Audience Designer, Oracle Responsys released a visual tool to its offering that enables marketers to rapidly explore and define audience segments based on cross-channel data. Behavioral data processing speed for all events it ingests has increased, reducing the time between each event's availability for targeting to a few minutes. Subsets of events in need of real-time responses can be configured for real-time processing. The new Collaboration Canvas allows marketers to create custom processes for multiple team members performing different tasks, such as content development and approval. Oracle Eloqua released Program Canvas, an intuitive drag-and-drop whiteboard enabling the creation of data management workflows. Oracle Marketing AppCloud also simplifies and extends data workflows. Oracle Sales Cloud integration apps now enable data integration between Oracle Eloqua and Oracle Sales Cloud.

  • Roadmap: Oracle's 2017 plans for Oracle Responsys include email encryption at rest and a message center for mobile apps, providing marketers the ability to send push messages to a persistent inbox within their mobile application. Oracle Responsys will also enhance support for geofences and beacons, and integrate with Oracle Retail Loyalty and Awards Cloud. For Oracle Eloqua, 2017 plans include a new guided editing experience for responsively designed content; Sales Tools for Outlook, which let sales reps access Oracle Eloqua functionality from within Microsoft Outlook; and an expansion of Oracle Eloqua's A/B testing from messaging to campaign workflows.

  • References:  References laud the speed of deployment and ease of use of Oracle Responsys, and Oracle Eloqua's robust functionality for lead management.

Cautions
  • Oracle received lower-than-average scores from references using Oracle's content management capabilities.

  • References note that additional plug-ins to Oracle Eloqua require custom development and that documentation help needs improvement.

  • References for Oracle Eloqua report a desire for more advanced segmentation, improved reporting, and execution of Oracle's vision and roadmap of the product.

Pegasystems

Pegasystems (Pega) is a Niche Player. The Pega platform focuses on robust predictive and adaptive analytics capabilities. Consider Pega if you need to connect enterprise-level marketing operations to customer service and/or sales automation, especially in the media, communications, insurance, healthcare or financial services markets where Pegasystems offers industry-specific versions.

Strengths
  • Product:  The Pega Platform supports multiple MCCM capabilities with a strong focus on real-time capabilities and low-latency functionality. The company distinguishes itself from competitors by building and unifying all MCCM capabilities in-house. As such, Pega Marketing, including Pega's Customer Decision Hub, offers marketing teams a broad MCCM solution.

  • New capabilities: Pega's Customer Decision Hub added a new customer journey visualization engine. The platform also now commercially links next-best-action capabilities to paid-media campaigns, among other analytics updates. As part of Pega's drive to enhance cross-selling capabilities, its improvements include next-best-action decisioning with dataset export/import functionality.

  • Roadmap: Look for Pega to expand its machine-learning capabilities and tighten connections among functional components, especially lead management, salesforce automation and mobile. Pega also plans to expand its integration of next-best-action capabilities with more DMPs and paid publishers beyond Facebook and Google. Doing so will enable marketers to assign (or reassign) customers to offers and campaigns in real time based on their actions across channels.

  • References:  Pega's client references give the company high marks for its predictive analytics, along with its ability to deliver real-time offers, recommendations and campaign optimization. References acknowledge the complexity of Pega's platform, but also note improved support and deployment capabilities.

Cautions
  • If Pega continues to push a fully unified platform, then some application areas — such as social marketing, content management and mobile marketing — will need greater adoption by customers. Few customers report using Pega's native versions of these capabilities.

  • Reference clients cite product complexity and customization challenges as shortcomings. Clients also report accepting these attributes as reasonable trade-offs in exchange for Pega's overall performance.

  • Reference clients continue to cite service cost as above average.

Pitney Bowes

Pitney Bowes is a Niche Player. Pitney Bowes targets global B2C organizations working to become more digital- and customer-centric across the financial services, insurance, telecommunications, retail, utilities or public-sector verticals. Consider Pitney Bowes for orchestration and measurement of marketing engagements, especially where interactive and personalized video engagement is a priority.

Strengths
  • Product:  In 2016, Pitney Bowes continued to evolve its rebranding efforts around digital customer engagement solutions, enabled by a broad range of first- and third-party data, with an emphasis on using localized insights to enhance delivery. Multichannel marketing capabilities are now linked to a broader, commerce-focused solution.

  • New capabilities:  Pitney Bowes released Commerce Cloud to complement its EngageOne Communications Suite and Portrait Dialogue, bringing integrated location, data and communication capabilities across the customer buying cycle. The company expanded its digital self-service and design capabilities. It also bolstered its partner ecosystem, expanding to a four-tier model (global system integrators, technology partners, and industry and regional resellers) designed to improve integration, scalability and performance.

  • Roadmap:  Pitney Bowes is focused on building capabilities that deliver cross-channel customer engagement, supported by data-driven predictive models. The company will continue to press forward with EngageOne Video, with more turnkey video templates in development. It will work to simplify digital campaign design and delivery, eyeing voice- and chat-assisted digital self-service as areas of opportunity.

  • References:  References value the customization possibilities that Pitney Bowes brings and indicate that they've found a trusted partner in Pitney Bowes' professional services.

Cautions
  • Pitney Bowes' roadmap is somewhat broad in scope, targeting multiple roles across enterprise organizations. Greater differentiation around marketer needs is essential to compete effectively in the multichannel campaign management space.

  • Pitney Bowes places significant emphasis on EngageOne Video as a focal point of its platform, notably around its ability to extend engagement across the customer life cycle. However, client references tend to emphasize more basic marketing and analytics needs, signaling a disparity between the company's future-looking capabilities and current customer requirements. References also cite a lack of training and support functions for Portrait Dialogue, hampering effective use of the platform.

  • The company's positioning around digital transformation through unified digital and physical communications may not resonate as strongly outside those verticals in which Pitney Bowes historically shines, as listed above.

RedPoint

RedPoint is a Niche Player. With an increasingly global footprint, RedPoint targets midsize to large B2C marketing organizations across a growing set of industries. Consider RedPoint if your organization seeks a range of deployment options, and if data orchestration and activation from multiple sources are priorities.

Strengths
  • Product:  RedPoint continued its expansion in 2016, supported by expanded partner relationships, investor funding and staffing growth. The company achieved more than 75 new client wins across multiple industries. RedPoint is investing in integrations with its customer data platform to enable marketers to leverage real-time, analytics-driven interactions.

  • New capabilities:  RedPoint issued several releases to its platform in 2016. Upgrades to customer journey mapping introduced a more dynamic model and enhanced visualization capabilities. RedPoint added new email and SMS channel partners as well as content management integrations and a data onboarding arrangement with LiveRamp. RedPoint also expanded scale and performance to account for emerging channels such as the IoT. It released enhanced real-time decisioning, leveraging contextual data from customer interactions. Users can now apply product recommendations, create more personalized emails and harness customer data for social media advertising.

  • Roadmap:  Previous plans for ad tech connectors and integrations with enterprise content management systems are now slated for 2017. RedPoint intends to focus improvements on its UI/UX and dashboard, and enhance data visualization and reporting and improvements to email marketing creation — pain points identified by references. Also on the roadmap are plans to support distributed marketing scenarios, with differentiated platform access for local marketing partners. Further development of RedPoint's real-time data management capabilities, synchronizing inbound and outbound marketing, will help marketers optimize journey components. References point to the company's vision and roadmap as selling points.

  • References: References see RedPoint as a true partner, giving high marks to the company's customer and professional services. They note strong functionality for the cost, particularly for data handling, deployment speed and the platform's overall flexibility.

Cautions
  • Client references note a challenge with usability, citing RedPoint's highly technical email offer creation process, which requires HTML skills.

  • References note that getting started with RedPoint can be difficult, especially for marketers without deep database knowledge.

  • Planned content management integrations, ad tech integrations and campaign wizards, largely on the roadmap, are needed to meet customer demand.

Resulticks

Resulticks, a newcomer to the MCCM Magic Quadrant, is a Niche Player. The company entered the campaign management market in 2014. It targets organizations in the financial services, consumer electronics, healthcare, travel and hospitality, retail, media and publishing, and telecommunications sectors. Its solution lends itself to scenarios in companies where data handling, multichannel audience segmentation and aligning revenue growth to multitouch attribution are priorities. Resulticks plans to expand from primarily Asia/Pacific and India into the U.S. market via reseller partnerships in 2017.

Strengths
  • Product: Resulticks offers its mCloud platform with both SaaS and hybrid deployment options. It features modules for audience segmentation, template-driven campaign creation and orchestration. Together with customer analytics and reporting, a master customer profile integrating first- and third-party data sources supports mCloud's capabilities. The platform can function as a stand-alone MCCM solution and integrate with other marketing automation platforms. Professional services are available via Resulticks and its partners.

  • New capabilities: In 2016, Resulticks expanded to round out multichannel capabilities, adding ATMs and POS, persona management and lead scoring functionality, and support for mobile —most notably beacons and push notifications. It also added data consolidation, incorporating analytics and multivariate testing, multidimensional audience segmentation, audience modeling against industry benchmarks, and support for paid media (i.e., display, social, search and print ads). In addition to its focus on B2C use cases, Resulticks developed features that extend the platform to B2B marketers, based on client feedback.

  • Roadmap: In 2017, Resulticks plans a real-time decisioning engine to incorporate IoT data, deeper CMS integration, dynamic industry-specific key performance indicator crunching, simulation tools and enhanced endpoint analytics. It also plans additional channel integration and connectors to industry-specific extended systems.

  • References:  References note strong functionality for the cost. They cite the platform's ease and speed of deployment, its intuitive interface, robust data integration capabilities, and excellent service and support.

Cautions
  • Resulticks was not part of any reference's consideration set in this Magic Quadrant. A limited geographic footprint relative to other vendors contributes to its lack of consideration and visibility.

  • Resulticks has ambitious near-term growth and expansion plans, but scalability remains an open question for a solution with limited market presence.

  • Unlike many MCCM vendors, Resulticks does not offer a modular email implementation option. The firm's totally integrated approach may prove challenging as the company seeks to scale and expand.

Sailthru

Sailthru, a newcomer to the MCCM Magic Quadrant, is a Niche Player. Consider Sailthru for retail and e-commerce, media and publishing, and travel and hospitality campaign management initiatives, especially where highly personalized email and mobile marketing are priorities.

Strengths
  • Product: Sailthru, known for its email marketing and personalization capabilities, now offers a full-suite MCCM offering. Personalization remains Sailthru's calling card, with its approach grounded in customer data profiles collected from email, web, mobile and social channels. Profiles are generated via algorithms, not rules, driving every element of marketing content and "segment of one" message delivery. Profiles amass demographic, behavioral and intent data from multiple sources in real time. Predictive analytics span the customer journey, enabling personalized campaigns based on interest and intent factors.

  • New capabilities: In 2016, Sailthru invested heavily in capabilities that customize data exports, copy dynamic email lists and create dynamic recommendation feeds tied to variables. The accessibility of Recommendation Manager increased, and the company enhanced Audience Builder segmentation. Sailthru also focused on integrations, announcing a deal with Google that enables clients to retarget and email subscribers across YouTube, Gmail and search. Improvements to Sailthru's Inventory Connect feature allow retailers to sync Personalization Engine with current inventory levels, empowering personalized email campaigns to recommend only those products currently in stock.

  • Roadmap: Sailthru's 2017 plans call for real-time audience analytics and views that combine first- and third-party data, including web and app behavioral event streams. Expect dynamic creative and content management tools enabling targeted rule- and model-based offer delivery, as well as improved campaign testing and optimization capabilities.

  • References: Reference clients extend high scores to Sailthru's email marketing, personalization and segmentation capabilities. Campaign creation and optimization, event-triggered marketing, real-time recommendations, and rapid deployment also receive high marks. References praise the UI, and laud an intuitive and reliable platform.

Cautions
  • Sailthru's broader multichannel marketing capabilities are less proven than its email marketing solutions. Sailthru appeared in the consideration set in just 4% of deals, placing it in the bottom tier among Magic Quadrant vendors. References note some gaps in functionality and a need for engineering support.

  • Customers demonstrate only moderate use of Sailthru's broader capabilities, suggesting that the company has yet to fully establish its value proposition outside a core email marketing offering.

  • A majority of reference clients point to implementations of modest complexity and scale. This makes Sailthru a good fit for smaller, agile marketing teams, but less so for larger, more distributed marketing organizations.

Salesforce

Salesforce is a Leader, as it continues to build visibility among marketing leaders for digitally led multichannel campaign management. Consider Salesforce's Marketing Cloud for cloud-only deployment of MCCM, particularly when integration to Salesforce's assets in customer service, sales and, potentially, Commerce Cloud (previously Demandware) are involved.

Strengths
  • Product: Salesforce continues to gain MCCM traction with Marketing Cloud. The product was part of the consideration set in almost 50% of deals, the highest among vendors in the Magic Quadrant. Marketing Cloud components include Marketing Cloud Enterprise and Corporate editions, Social Studio, Advertising Studio, and newly purchased Krux. Pardot, now part of Marketing Cloud, is a B2B component supporting lead management capabilities.

  • New capabilities: In 2016, new additions included extending Salesforce Lightning to Marketing Cloud, giving Marketing Cloud a new UI and ecosystem. Salesforce announced Marketing Cloud for Google Customer Match, a partnership with Google enabling advertising deployments across Google Search, YouTube and Gmail. The new Email Studio and Content Builder also became available to customers. Email Studio includes new creation, send flow and UI, while Content Builder has new out-of-the-box templates and a drag-and-drop interface. Pardot received a consolidated work canvas and Wave for B2B Marketing, an add-on focused on advanced analytics functions.

  • Roadmap: Salesforce plans to focus on its customer data profile: a data layer that integrates first-, second- and third-party data in a trusted and compliant framework. These profiles will connect end-to-end journey management and help activate data for advertising, sales, email, mobile, commerce, apps, IoT and community management.

  • References:  References consistently note Salesforce's ease of use as a top Marketing Cloud strength.

Cautions
  • Salesforce is suited to digital channels, with email as its sweet spot. As a Leader, Salesforce will need to show clients a stronger path to multichannel, including comprehensive attribution capabilities and multichannel content management.

  • Salesforce needs real-time, next-best-offer capabilities across online and offline channels. Advanced analytics continue to proceed for products such as Pardot — but not for others. Salesforce Einstein is new, and some of it is largely unproven. Salesforce customers should ask for a long-term roadmap that includes technologies and potential benefits.

  • References consistently mention issues with setup and support, the significant amount of IT resources needed, and customer support challenges. References hope to use more Marketing Cloud features but note maturity and skills gap for those components.

SAP

SAP, a Leader, delivers basic and advanced functionality for MCCM. Its SAP Hybris Marketing Cloud suite focuses on customer journey management and execution across marketing and advertising channels. Consider SAP if you're a large enterprise marketing organization seeking data-rich MCCM that integrates marketing and digital commerce.

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Strengths
  • Product:  SAP Hybris Marketing Cloud (an on-premises version is available) has risen in visibility among client references. It offers customer journey planning and execution across digital advertising, web, email, mobile, social, marketplaces and physical store locations. The product supports loyalty marketing and integrates with SAP front-office applications, including SAP Hybris Commerce, SAP Hybris Sales Cloud and SAP Hybris Service Cloud.

  • New capabilities:  In 2016, launched SAP Hybris Profile to provide identity matching and resolution. It integrated SAP XM (a supply-side platform/demand-side platform) for programmatic advertising and added workflow and approval, budget, and performance capabilities. SAP added campaign creation tools including SAP Hybris Customer Journey Manager and an updated campaign design canvas. It enhanced dynamic segmentation, multichannel event triggers and personalization, optimizing for time and channel. It invested in loyalty marketing, integrating with mobile wallet, digital commerce and POS. SAP embedded SAP BusinessObjects in late 2016 for improved reporting. In early 2017, SAP acquired Abakus, an attribution vendor.

  • Roadmap: In 2017, SAP Hybris Marketing Cloud plans include customer journey orchestration and multichannel attribution, enabled through Abakus. SAP plans to focus in areas such as email, mobile marketing, advanced personalization in content marketing and self-service analytics. SAP aims to deliver complex journey scenarios for enhanced planning, deeper insights and automation.

  • References: Clients value SAP Hybris Marketing Cloud for access to real-time data, unified customer data and data quality. They appreciate the speed of data processing and segmentation, campaign orchestration, and execution.

Cautions
  • SAP Hybris Marketing Cloud may extend beyond some clients' capabilities. Client references describe out-of-the-box reporting as complex and time-consuming pre-SAP BusinessObjects. Clients cite email creation as impractical and lacking basic drag-and-drop capabilities.

  • The SAP Hybris multichannel attribution offering depends on its recent acquisition of Abakus. However, SAP is still working on a roadmap for integration, and results from the integrated solution remain to be seen.

  • Despite the role of mobile in the customer journey, mobile marketing remains a gap in capabilities. It lacks a mobile software development kit (SDK) for collecting mobile events and does not offer mobile analytics, though mobile-first loyalty may bring some visibility into customer behavior.

SAS

SAS is a Leader. Its multichannel offering and Customer Intelligence (CI) suite, which it positions as a marketing hub, targets financial services, telecommunications and retail verticals. Consider SAS if your enterprise-level marketing organization requires a strong analytics foundation behind MCCM functionality.

Strengths
  • Product:  CI v.6.5, the current platform, features a stable of advanced multichannel capabilities: SAS Marketing Operations Management, SAS Campaign Management, SAS Real-Time Decision Manager and SAS Marketing Optimization, along with SAS customer analytics. The 360 Discover and 360 Engage apps are included in CI 360, enabling clients to follow customers across web and mobile channels and identify the best engagement options.

  • New capabilities: In 2016, SAS added Customer Intelligence 360 — a notable offering giving marketers a tightly integrated extension to digital channels from its CI v.6 suite. SAS also added extensions of the Marketing Automation (MA), Marketing Optimization (MO) and Real-Time Decision Manager (RTDM) components, enabling creation of MA campaigns within CI 360, built in self-learners in RTDM, a new API for MO, and improved cloud deployment across all three. On the support side, SAS implemented a two-tier, third-party sales approach, extending its go-to-market capabilities by enabling system integrators to resell its platform.

  • Roadmap: SAS's positioning as a marketing hub capable of working alongside competitive platforms such as Adobe and Salesforce means that integration with — or acquisition of — point-solution providers will be a key leadership priority for 2017. Among key enhancements planned for CI 360 are new event-streaming APIs and an update to the email offering. SAS Marketing Operations Management should also get calendar enhancements and better handling of campaign management budgeting capabilities (planned as part of CI v.6.6).

  • References: The overall satisfaction of SAS reference clients is high, including specific praise of SAS's email, campaign optimization, event-triggered marketing and predictive analytics capabilities. SAS's consulting approach and focus on client business needs are also called out, as well as ease of use and CI's functional scope.

Cautions
  • Marketing leaders seeking to extend mobile capabilities will likely need a third-party mobile marketing platform. While virtually all of SAS's reference clients have mobile marketing solutions, almost none utilize the vendor's native mobile capabilities, which were launched in 2016.

  • Customers cite CI setup complexity, leading to cost overruns. SAS will need to continue to invest in service and partner capabilities, particularly focusing on project planning and scoping.

  • The CI platform requires significant skilled resources — be they internal or external — to operate at full capacity.

Selligent

Selligent is a Niche Player. Consider Selligent for MCCM in B2C upper-midmarket or divisional enterprise deals across the U.S. and Europe, especially when execution across digital channels is a priority. Selligent has deep experience in verticals with high-volume, data-driven engagement, such as retail, financial services, media and telecommunications.

Strengths
  • Product:  Selligent's 2016 merger with StrongView bolstered the combined company's email throughput and broader cross-channel campaign management capabilities. A universal customer profile within the entire solution ensures that engagement activities at one touchpoint are reflected in real time for decisioning in other channels. These capabilities form the basis of the company's customer-centric vision.

  • New capabilities: Completing the acquisition and integration of StrongView was Selligent's priority in 2016. In December, Selligent introduced Engagement Sphere, the evolution of Campaign, bringing native multilanguage support and responsive design capabilities. It also incorporated core Message Studio functionality for email marketers. The company conducted a content management pilot program it plans to release publicly in 2017. Selligent continues to expand its direct sales efforts and partner relationships with marketing service providers and agencies, which has improved visibility.

  • Roadmap:  Selligent will expand on its customer-centric vision, focusing on data management, predictive insights, mobile support and user experience. The company plans to move toward nimbler marketer decision making using predictive insights and content recommendations. Selligent aims to enhance its mobile marketing capabilities with improved support for geofencing and beacon technologies, and deliver a refreshed UI, both identified as pain points among references.

  • References:  Selligent gets good reviews on performance, scalability and throughput. It also gets solid marks on deployment and integration. References value Selligent's ability to customize as needed, and see strength in the platform's extensibility.

Cautions
  • Selligent's strength in core campaign management capabilities (i.e., email marketing, event-triggered marketing) is offset by perceived weakness in areas such as mobile and social media marketing, predictive analytics, real-time decisioning, and attribution measurement.

  • References indicate that the Selligent platform can be challenging to set up. While possibly a "growing pain" symptom of a newly merged platform, it's also a limiting factor for Selligent's target audience of agile companies desiring minimal IT support.

  • References report that they could use more help from Selligent's customer support. They also mentioned the need for a user community to help solve issues and a desire for the product to be more intuitive.

Sitecore

Sitecore, a Visionary, offers an MCCM platform focused on contextualized experiences delivered through database marketing, personalization, testing, optimization and connections between content and commerce. Consider Sitecore if you're an upper-midmarket or large enterprise seeking an MCCM solution that also supports customer experience design and optimization.

Strengths
  • Product:  Sitecore Experience Platform (XP) 8.2 is offered as SaaS or on-premises. It supports commerce natively with Sitecore Commerce or via Sitecore Commerce Connect, which integrates with third-party commerce engines. Sitecore Experience Database (xDB) connects to web, mobile, social, IoT, CRM, call centers and physical stores to gather data, manage and analyze customer profiles, and orchestrate campaigns.

  • New capabilities:  In 2016, Sitecore added lead management functions to support account-based marketing for B2B clients. With the launch of xProfile, it expanded profile creation, database management and multidimensional segmentation by account, strengthening the lead management capabilities of its experience automation and xDB tools. Sitecore expanded Path Analyzer, adding capabilities like machine learning, and enhancing analytics and visual decision making. It launched Federated Experience Manager (FXM), improving personalization and visibility into website visits on non-Sitecore websites. The release of Email Experience Manager (EXM) 3.4 improved campaign creation through a task-oriented UI, enabling content reuse, testing and integration with xProfile.

  • Roadmap: In 2017, Sitecore's plans include a release of XP 8.3 to improve usability and interoperability across modules. It plans to launch xConnect to standardize API integration for marketing execution and connections to CRM. Sitecore also plans to upgrade xDB and deliver a new forms module and front-end design for stronger usability, data collection, use and aggregation.

  • References: Client references value Sitecore as a strategic partner that understands their business needs. They describe Sitecore's platform as flexible and the Sitecore team as easy to work with, delivering on time and within budget.

Cautions
  • B2B organizations may note Sitecore's historical strength with B2C applications; however, new lead management, sales support capabilities and features such as preconfiguration for CRM contacts in xDB may improve consideration among B2B organizations.

  • Client references point out gaps in Sitecore's digital asset management capabilities compared with other providers. Furthermore, Sitecore faces direct threats in content management from larger competitors, such as Adobe, particularly in B2C environments.

  • Sitecore's enhancements to EXM merely bring its email capabilities to parity with other providers. EXM is still missing certain functions core to marketing and commerce, undermining efforts to differentiate Sitecore from competitors.

Teradata

Teradata, a Niche Player, offers an MCCM platform focusing on the customer journey. Teradata supports that journey through campaign planning, multichannel orchestration, analytics and data integration, leveraging partners for marketing execution. Consider Teradata if you seek data-driven decision management with flexible execution.

Strengths
  • Product:  Teradata recently relaunched its MCCM product as Customer Journey, which includes Customer Interaction Management (CIM), Aster Database (formerly Big Data Analytics), Real-Time Interactions Manager (RTIM, formerly Helm) and Think Big (formerly Big Data Analytics Consulting). The combined solution focuses on connected data, analytics and interactions based on data science. It also integrates with an ecosystem of analytics partners, such as Celebrus and LiveRamp, and provides technology consulting.

  • New capabilities:  In 2016, Teradata concentrated on building connections to enable data integration and support campaign creation and orchestration through RTIM and CIM. It added connections to Hadoop and Teradata Aster for advanced segmentation and integration with third-party marketing, lead management and sales tools. It enhanced and aligned UI across campaign workflow, CIM and RTIM, while also adding role-based access and alerts. Teradata added a new reporting layer for campaign measurement and upgraded Teradata Marketing Intelligence to deliver new dashboard functionality. It invested in analytics to enable self-service, provide expanded visualizations and support real-time decision management.

  • Roadmap: In 2017, Teradata plans to expand data gathering and integration through connections to third-party DMPs and demand-side platforms (DSPs), as well as adding mobile data integration and an events analytics repository. It plans to continue building analytics capabilities, including upgraded machine learning, customer pathing analytics and marketing attribution modeling.

  • References: Client references value Teradata's flexibility and support. They leverage Teradata for global data integration and data management technology and services that enable targeted marketing at scale.

Cautions
  • Teradata expanded its vision to include a customer interaction hub serving multiple business functions. As such, client references represent roles in business intelligence, customer insight and technology architecture more so than marketing.

  • Teradata's new offering expands its capabilities in data and technology integration and analytics, but lacks some components of campaign execution, such as email and content marketing. Marketers who choose Teradata should prepare to invest in third-party systems for execution.

  • While some clients value Teradata's model of continuous improvement, others cite difficult and longer-than-expected implementation time frames.

Zeta Global

Zeta Global (formerly Zeta Interactive) is a Niche Player in this year's Magic Quadrant. Consider Zeta Global for data-driven campaign management programs in retail, travel and hospitality, financial services, media, telecom, and healthcare where managed services, strategic services and MCCM ROI are priorities.

Strengths
  • Product: Zeta Global had a busy 2016, acquiring Acxiom's email services unit, Acxiom Impact, and integrating eBay Enterprise's CRM division. These acquisitions and integrations give Zeta a full-fledged multichannel campaign management platform and digital marketing hub offering supported by managed and strategic services. Attribution capabilities enhanced by machine learning help marketers connect experiences across channels and measure ROI at a granular level.

  • New capabilities: Beyond the broader platform relaunch, 2016 improvements included a machine-learning-based "scoring as a service" module that enables marketing teams to build and deploy predictive models for a range of use cases, including real-time classifications and product recommendations. A native integration with LiveRamp enables Zeta clients to add customer segmentation, targeting and deployment capabilities across more than 300 digital marketing partners.

  • Roadmap: On the roadmap for 2017 are real-time audience analytics and views that combine first- and third-party data, including web and app behavioral event streams. Also included are dynamic creative and content management tools that allow highly targeted rule- and model-based offer delivery, along with improved campaign testing and optimization down to the individual marketing touchpoint level.

  • References: Zeta references extend their highest scores to Zeta's professional services and customer support teams, praising their speed, availability, efficacy and strategic insights. Zeta's solution set — especially email, content marketing and segmentation — receives strong feedback for ease of implementation and use, performance, and scalability.

Cautions
  • It remains to be proven whether Zeta's new direction — adding broader campaign management capabilities and a customer hub integrating multiple data inputs to the company's core email marketing offering — will add up to a whole greater than the sum of its parts.

  • Outside of email, Zeta customers demonstrate more modest use of full-suite multichannel marketing capabilities, suggesting that Zeta has yet to fully unlock the potential for its expanded offering.

  • References indicate that the product upgrade process is cumbersome. They also point to specific complexities in the user experience that make certain tasks more time consuming than anticipated.

Vendors Added and Dropped

We review and adjust our inclusion criteria for Magic Quadrants as markets change. As a result of these adjustments, the mix of vendors in any Magic Quadrant may change over time. A vendor's appearance in a Magic Quadrant one year and not the next does not necessarily indicate that we have changed our opinion of that vendor. It may be a reflection of a change in the market and, therefore, changed evaluation criteria, or of a change of focus by that vendor.

Added

  • Emarsys

  • Episerver

  • Maropost

  • Resulticks

  • Sailthru

Dropped

  • Microsoft did not meet minimum criteria requirements and, therefore, was removed from consideration in this year's Magic Quadrant.

  • SDL (Alterian) did not meet minimum criteria requirements and, therefore, was removed from consideration in this year's Magic Quadrant.

Inclusion and Exclusion Criteria

The vendors in the 2017 MCCM Magic Quadrant offer the most relevant marketing solutions. Our inclusion criteria remain the same as 2016 and reflect users' top requirements for vendor capabilities.

Functions

Vendors must support all of the following:

  • Ability to create, execute and manage multichannel campaigns

  • Proven campaign planning, tracking and reporting with role and approval capability

  • A user interface suitable for marketing users who create, execute and report on campaigns

  • Basic campaign management functions, such as segmentation, campaign execution and campaign workflow

Vendors must support at least three of six advanced functions:

  • Advanced analytics:

    • Predictive analytics: Capability to analyze customer behavior to predict churn, next-most-likely purchase and propensity to buy. These functions enable a company to target customers more effectively or stage the offers to make during interactions. Vendors may offer these capabilities through partnerships, but we will look for proven integration and references of actual use.

    • Campaign optimization: Ability to balance and coordinate multiple constraints to maximize expected value from single or multiple campaigns. This capability enables trade-offs among different campaign execution options, such as which campaign to use, which channel to use, the number of interactions per individual and the expected value of each campaign.

    • Multidimensional segmentation: Ability to group audiences based on different attributes along multiple dimensions. Traditional attributes have focused on products and who are likely buyers. Newer groupings focus on profitability and the customer life cycle. New and old data plays an important role in defining the target audience and understanding the channel where you should focus the campaign. First-, second- and third-party data, and known and anonymous customer data all contribute to targeting the right audience with the right offer at the right time in the right channel.

  • Advanced execution:

    • Event triggering: The detection, prioritization and execution for a significant event affecting a customer relationship.

    • Real-time recommendations: Ability to manage offers and deals with offer arbitration. These functions can combine the most-up-to-date information from data collected prior to the interaction, as well as new data collected during a real-time interaction with a customer.

    • Multichannel lead management: The ability to provide lead management functions for both inbound and outbound marketing initiatives. This capability includes, at a minimum, lead collection, analytics, augmentation, scoring, process management and nurturing, across at least three lead-generation and lead-management channels within a single campaign. In addition, functions must support bidirectional integration with CRM or salesforce automation applications (such as Microsoft Dynamics 365, Oracle Sales Cloud, Salesforce Sales Cloud and SAP CRM).

Digital Marketing Capability

In addition to the basic and advanced functions above, we will consider specific digital marketing functions, such as web analytics, social analytics, social marketing, mobile marketing, and ad management and e-commerce connections.

Market Presence, Momentum and Viability

Vendors must have:

  • At least 20 customers using MCCM

  • At least 15 new customer wins for MCCM during the past 12 months

  • At least $15 million in revenue and enough cash to fund a year of operations at the current rate of cash depletion

In addition, we emphasize innovative, visionary offerings. Visionaries provide a strong vision for the MCCM market or excel in advanced or emerging areas, such as multidimensional segmentation, inbound marketing, mobile marketing, loyalty marketing, digital commerce and social marketing. They can set strategic direction or demonstrate innovative capabilities in one or more functional areas (such as advanced campaign functions or digital marketing integration) that the market will eventually adopt. Visionaries may have campaign management implementations from different buying centers, such as the customer service or digital commerce department.

Evaluation Criteria

Ability to Execute

Product/Service: This criterion examines product capabilities, including basic and advanced campaign management functions, basic and advanced analytics, campaign workflow, and functions for digital marketing. This is a key differentiator. Weighting: High.

Overall Viability: This criterion considers the overall health of the vendor, including the campaign management business. Viability includes the vendor's history of and commitment to the continued success and development of world-class MCCM. Weighting: High.

Sales Execution/Pricing: This criterion examines the effectiveness of the sales channel and how it deals with presales responsiveness, contract negotiations and pricing for campaign management. Weighting: Medium.

Market Responsiveness/Record: This criterion evaluates the vendor's success in creating and meeting a consistent demand for its product, measured in continuing client wins and use in its installed base. Weighting: Medium.

Marketing Execution: This criterion examines the vendor's momentum, and perceived campaign management focus and presence in the market. Vendors must show established and continued credibility for campaign management in a multichannel environment, whether broadly or in specific industries or other segments. Weighting: High.

Customer Experience: This criterion considers client relationships with campaign management vendors, including product support and responsiveness, and access to best practices, such as user groups. In addition, Gartner's campaign management clients see ease of use as an important aspect of their customer experience. Weighting: Medium.

Operations: This criterion examines the vendor's ability to meet its goals and commitments. Factors include organizational structure (e.g., skills, experience, systems and other vehicles) that enable the vendor to operate efficiently and effectively. Weighting: Low.

Table 1.   Ability to Execute Evaluation Criteria

Evaluation Criteria

Weighting

Product or Service

High

Overall Viability

High

Sales Execution/Pricing

Medium

Market Responsiveness/Record

Medium

Marketing Execution

High

Customer Experience

Medium

Operations

Low

Source: Gartner (April 2017)

Completeness of Vision

Market Understanding: This criterion evaluates the vendor's ability to understand the campaign management space, as well as its own value proposition, and how effectively it reaches the marketing buying center. Vendors must demonstrate campaign management solutions that fit the needs of the overall market. Weighting: High.

Marketing Strategy: This criterion considers how well a vendor can differentiate itself from competitors, especially in product functions, and how its vision articulates a path to continued leadership in campaign management. Weighting: Medium.

Sales Strategy: This criterion evaluates a vendor's strategy in using direct and indirect sales channels to sell campaign management solutions. Weighting: Medium.

Offering (Product) Strategy: This criterion considers the product's campaign management features against the functional requirements in campaign management, particularly functions that enable advanced capability in inbound and outbound environments. Weighting: High.

Business Model: This criterion evaluates the vendor's alignment of its go-to-market and sales strategies for particular industries, geographies or delivery models. Weighting: Medium.

Vertical/Industry Strategy: This criterion considers how well a vendor's solutions target its market, as well as its ability to use best practices or capabilities for targeting new industries. Weighting: Medium.

Innovation: This criterion evaluates the vendor's expertise or capital for investment for pre-emptive purposes in developing new areas of campaign management. Weighting: Medium.

Geographic Strategy: This criterion examines which regions the vendor competes in and where it plans to expand (see the Business Model criterion). Weighting: Medium.

Table 2.   Completeness of Vision Evaluation Criteria

Evaluation Criteria

Weighting

Market Understanding

High

Marketing Strategy

Medium

Sales Strategy

Medium

Offering (Product) Strategy

High

Business Model

Medium

Vertical/Industry Strategy

Medium

Innovation

Medium

Geographic Strategy

Medium

Source: Gartner (April 2017)

Quadrant Descriptions

Leaders

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

Challengers

Challengers see continued investments in campaign management solutions as complementary offerings to the business applications that are their core competencies. Challengers have a developing understanding of the campaign management market and basic campaign management functions. 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 functions and strategic direction, rather than on setting a visionary pace with potential requirements.

Visionaries

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

Niche Players

Niche Players provide specific needs in the campaign management space. They may be focused on a specific function, process (for example, lead management), geography or industry. Campaign management vendors in this section 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).

Context

Digital marketing budgets continue to rise, now representing 12% of company revenue. 1 Most marketing leaders expect their budgets to increase in 2017 — a boost driven largely by elevated marketing technology spending. Marketing leaders are investing in software and services that support more relevant, personalized digital commerce and digital advertising efforts. They seek MCCM vendors with analytics capabilities to improve the measurement, targeting and performance of their digital marketing strategy. Not surprisingly, more than one-third of the marketing budget goes toward the very analytics capabilities that MCCM vendors are integrating into their core platforms. 1

In addition to offering customer journey analytics, attribution metrics and prescriptive decision-making models, MCCM vendors are helping companies orchestrate an increasing variety of customer channel engagements. As social, mobile and commerce engagements drive a growing share of revenue, brands are seeking competitive differentiation across the digital customer experience. MCCM vendors stay relevant to clients by providing the right tools for automating customized engagements and seamlessly orchestrating campaigns. They add value by supplying effective ways to attribute results to specific channels, parlay data into actionable insights and prescribe profitable next best actions for marketing teams.

Market Overview

Mulitchannel campaign management vendors are adding capabilities that deliver rich customer experiences — now a crucial marketplace differentiator. They're supporting and automating the customer journey with data; and they're integrating tools that combine insights into the delivery of customized content in near-real or real time. They're driving future brand relevance by strengthening capabilities in machine learning, the IoT and channel attribution. Key themes this year include:

  • Personalization and personalization engines: Customers now expect personalized engagement. By 2018, Gartner predicts organizations with fully functional online personalization will outsell companies without it by more than 30%. 2 Historically a stand-alone tool, MCCM vendors now are adding personalization engines to their holistic offerings. These engines gather customer data and act on the analysis to change the content presented to the visitor based on that data. While many personalization engines focus on the web channel, vendors in the MCCM market are broadening their capabilities to include multiple channels, often starting with email marketing.

  • Machine learning and artificial intelligence: Predictive and prescriptive analytics techniques hold the promise of better segmentation and decision making for marketers. To meet marketplace demand, planned MCCM capabilities for 2017 are weighted toward machine learning and AI. These can improve predictive accuracy over time as more data is added to the models. MCCM clients stand to benefit in areas such as improved forecasting and pipeline management. Their cross-sell and upsell capabilities improve, as does their ability to discern channel, offer and segment performance for better business decision making.

  • Success teams (aka partner teams): When asked why they selected their MCCM vendor, vendor clients rated functionality as the top reason. Ranked second, however, was vendor understanding of the client's business and its ability to serve as a true partner during implementation. Marketing teams bolstering marketing maturity want structured support from their MCCM vendors to achieve that goal. In 2017, vendors offering self-service MCCM capabilities risk being perceived as incomplete and not keeping up with client demand. Clients want support in establishing processes, best practices, milestones and key performance indicators. Some vendors, noting this need for "extra help," are structuring their organizations to support these requests.

  • Campaign journey analytics: Marketers strive to deliver purposeful, contextualized engagement between company and customer. Doing so requires knowing who — and where — customers are along the buying journey. MCCM vendors are integrating tools for customer journey analytics, helping companies reveal the customer buying journey that, ultimately, will lead to sales, retention and growth. Core to the efficacy of customer journey analytics are attribution metrics, typically added as a third-party overlay to core MCCM offerings. While still a gap for many vendors, attribution metrics are being integrated into MCCM solutions. These robust solutions promise to optimize channels, improve responsiveness and boost marketing efficiency.

Evidence

We based this document on questionnaires and briefings from MCCM vendors, including all of the ones featured here, as well as feedback from reference customers.

1 "Presentation of the CMO Spend Survey 2016-2017: Budgets Climb (Again!) as Marketers Juggle More Demands"

2 "Embrace the Possibilities and Distinct Characteristics of B2B Digital Commerce for Optimal Results"

Evaluation Criteria Definitions

Ability to Execute

Product/Service: Core goods and services offered by the vendor for the defined market. This includes current product/service capabilities, quality, feature sets, skills and so on, whether offered natively or through OEM agreements/partnerships as defined in the market definition and detailed in the subcriteria.

Overall Viability: Viability includes an assessment of the overall organization's financial health, the financial and practical success of the business unit, and the likelihood that the individual business unit will continue investing in the product, will continue offering the product and will advance the state of the art within the organization's portfolio of products.

Sales Execution/Pricing: The vendor's capabilities in all presales activities and the structure that supports them. This includes deal management, pricing and negotiation, presales support, and the overall effectiveness of the sales channel.

Market Responsiveness/Record: Ability to respond, change direction, be flexible and achieve competitive success as opportunities develop, competitors act, customer needs evolve and market dynamics change. This criterion also considers the vendor's history of responsiveness.

Marketing Execution: The clarity, quality, creativity and efficacy of programs designed to deliver the organization's message to influence the market, promote the brand and business, increase awareness of the products, and establish a positive identification with the product/brand and organization in the minds of buyers. This "mind share" can be driven by a combination of publicity, promotional initiatives, thought leadership, word of mouth and sales activities.

Customer Experience: Relationships, products and services/programs that enable clients to be successful with the products evaluated. Specifically, this includes the ways customers receive technical support or account support. This can also include ancillary tools, customer support programs (and the quality thereof), availability of user groups, service-level agreements and so on.

Operations: The ability of the organization to meet its goals and commitments. Factors include the quality of the organizational structure, including skills, experiences, programs, systems and other vehicles that enable the organization to operate effectively and efficiently on an ongoing basis.

Completeness of Vision

Market Understanding: Ability of the vendor to understand buyers' wants and needs and to translate those into products and services. Vendors that show the highest degree of vision listen to and understand buyers' wants and needs, and can shape or enhance those with their added vision.

Marketing Strategy: A clear, differentiated set of messages consistently communicated throughout the organization and externalized through the website, advertising, customer programs and positioning statements.

Sales Strategy: The strategy for selling products that uses the appropriate network of direct and indirect sales, marketing, service, and communication affiliates that extend the scope and depth of market reach, skills, expertise, technologies, services and the customer base.

Offering (Product) Strategy: The vendor's approach to product development and delivery that emphasizes differentiation, functionality, methodology and feature sets as they map to current and future requirements.

Business Model: The soundness and logic of the vendor's underlying business proposition.

Vertical/Industry Strategy: The vendor's strategy to direct resources, skills and offerings to meet the specific needs of individual market segments, including vertical markets.

Innovation: Direct, related, complementary and synergistic layouts of resources, expertise or capital for investment, consolidation, defensive or pre-emptive purposes.

Geographic Strategy: The vendor's strategy to direct resources, skills and offerings to meet the specific needs of geographies outside the "home" or native geography, either directly or through partners, channels and subsidiaries as appropriate for that geography and market.