Gartner Research

Why Marketers Choose Multichannel Campaign Management Platforms

Published: 16 June 2017

ID: G00333300

Analyst(s): Noah Elkin


Marketing leaders cite functionality, vendor understanding of business needs and cost as the key factors in their selection of campaign management tools. Advance your multichannel marketing by choosing a vendor whose capabilities and service offerings map to your marketing and business goals.

Table Of Contents


  • Multichannel Marketers Follow the Money
  • Functionality and Performance Come First as Decision-Making Factors
  • High Cost and Perceived Functionality Gaps Are Reasons for Disqualifying Prospective Vendor Partners
  • What to Do Next

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