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For Customer Insights Professionals

The Forrester Wave™: Cross-Channel Campaign Management, Q1 2012

How Eleven Vendors Tackle A Mature, Yet Rapidly Evolving, Category

January 31, 2012

Primary author headshot


  • By Robert Brosnan
  • with Suresh Vittal,
  • Molly Murphy

Why Read This Report

In Forrester's 81-criteria evaluation of cross-channel campaign management (CCCM) vendors, we identified, researched, and scored 12 products from 11 providers: Alterian, Aprimo, ExactTarget, IBM, Infor, Neolane, Oracle, Pitney Bowes, Responsys, SAP, and SAS. Learn how each product rates, performs against the others, and addresses a future in which campaigns are redefined to handle continuous, interactive, customer-led dialogue.

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Table of Contents

  • Marketers Transition From Lists To Dialogue
  • Cross-Channel Campaign Management Evaluation Overview
  • A Mature Market Grapples With Seismic Change
  • Vendor Profiles
  • Supplemental Material
  • Related Research Documents