Executive Summary (This is a document excerpt)

Epiphany's acquisition, Unica's IPO, and Aprimo's foray into high-end campaign management signal the end of an era in the marketing software industry and leave the market poised at a key crossroads. If firms are ready for enterprise technology to help them plan, integrate, automate, optimize, and measure their marketing activities — and there are some positive signs they are — a new class of enterprise software will emerge. If buyers don't pony up, or vendors don't fill product gaps, the industry will go through another cycle of point solutions.

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