For Marketing & Advertising Professionals

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	February 3, 2006 The Forrester Wave™: Enterprise Marketing Platforms, Q1 2006 Unica Leads The Pack, While Siebel Is Best For B2B In Our Lab-Based Evaluation by Elana Anderson with Chris Charron, Sally M. Cohen, Jennifer Joseph

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Executive Summary

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.

TABLE OF CONTENTS

• Marketers Want A Comprehensive Application
• Enterprise Marketing Platforms Evaluation Overview
• There Are Pockets Of Excellence, But All Vendors Have Shortcomings
• Vendor Profiles

RECOMMENDATIONS

• How To Use This Forrester Wave Analysis
• Supplemental Material
• Related Research Documents

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