We told you about it a few weeks ago with the Gartner and G2 Crowd rankingsIt's been some time since Forrester last updated its ranking of campaign management (we're still waiting for the email marketing side). Now, on May 31, 2016, an updated version of the classic Forrester Wave CCCM (for Cross-Channel Campaign Management) has been released.
In this wave, we find 15 solution vendors that were evaluated in February 2016, they are: Adobe, Emarsys, Experian Marketing Services, IBM, Oracle, Pegasystems, Pitney Bowes, RedPoint Global, Salesforce, SAS, SDL, Selligent, SmartFocus, Teradata and Teradata Marketing Applications (yes, the two Teradata are separate).
Many changes compared to the previous edition
If we compare this 2016 edition with the last one (if I'm not mistaken, in 2014), the number of changes is very important. First of all, we go from 9 to 15 solutions evaluated in the study, with the additions of names like Salesforce, Selligent, SmartFocus, Emarsys, ... it is that the campaign management industry has undergone major changes in recent years with buyouts, mergers, concentrations, ... In terms of performance, Adobe, which was already in the top of the ranking with SAS imposes itself even more since it is now largely ahead! On the contrary, players such as SDL or Teradata are in decline since the last edition. Among the newcomers, it is Oracle and Salesforce that directly win the top of the ranking. With Salesforce in second place.
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What are the strengths of each?
If we go down a little further in the document, we can find the notes that are used to build the ranking, these, on 5 points are divided into several categories: Current offer, Strategy, Presence on the market. These categories are themselves divided into several notes. In order to have an overview of the strong points of the different solutions, here are the solutions that have obtained 5 points, i.e. the maximum, for each type of score:
- Current offering:
- Customer data management : Adobe,
- Customer analysis: Pegasystems, Pitney Bowes, SAS
- Campaign design (no one reaches 5, so those with more than 4.5): IBM, SAS
- Campaign execution (no one reaches 5, so those with more than 4.5): Adobe, Salesforce
- Measurement and optimization: SAS
- User experience: Emarsys, Experian, SalesForce, SmartFocus
- Strategy:
- Roadmap: Adobe
- Performance: Adobe, Pitney Bowes, RedPoint Global, Salesforce, Selligent
- Partner ecosystem: Adobe, IBM, Salesforce
- Delivery model: Adobe, IBM, Pegasystems, Pitney Bowes, RedPoint Global, SAS, Teradata
- Market presence:
- Revenues: Experian, Oracle, Salesforce
- Clients: IBM, Oracle, Salesforce
The report is available for download among others on the Selligent site.
