Forrester: - Making Leaders Successful Every Day

More than three out of four marketers say that marketing needs a comprehensive, integrated application suite to improve its effectiveness. Forrester refers to this broader suite as the Marketing Technology Backbone, and we call its application layer the enterprise marketing platform (EMP). To assess the state of the EMP market, Forrester evaluated the strengths and weaknesses of top EMP vendors across 168 criteria. We found that while there are pockets of excellence in areas like campaign management and process management, solutions fall short of delivering a comprehensive suite. To help firms select the right product, this report includes an interactive vendor comparison tool that provides detailed product evaluations and customizable rankings.