Executive Summary (This is a document excerpt)

Aprimo provides best-in-class tools for managing marketing activities and assets. But its customer data infrastructure, segmentation, and analysis capabilities are notably weak, particularly given the requirements of direct-to-consumer firms. Aprimo intends to fill this gap with a major release in Q2 2006, but we think that it will take 12 to 18 months before the new functionality is competitive. Today, Aprimo is a Strong Performer in our Forrester Wave™ evaluation of enterprise marketing platforms. It is a good choice for firms that want a best-of-breed marketing resource management (MRM) solution or large B2B companies seeking a full marketing suite that blends top-notch process management, dialogue marketing, lead management, and asset management.

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