Trends Report

Which L2RM Platform Vendors Have An Edge In Europe?

The L2RM Platform Forrester Wave™ From A European Point Of View

May 13th, 2014
Peter O'Neill, null
Peter O'Neill
With contributors:
Bradford J. Holmes , Lori Wizdo , Michael Shrum , Tyler Otte

Summary

Many of the lead-to-revenue management (L2RM) automation vendors with a global reach have not yet seriously set up shop in Europe because they consider firms in that territory to be late adopters of marketing automation. While it's true that European marketers have a different set of requirements than North American marketers who market and sell primarily to their home market, companies that focus on those special requirements have a significant opportunity to thrive in the reviving European market. The recent Forrester Wave evaluation of L2RM platform vendors compared the nine leading vendors — Act-On, Adobe, CallidusCloud, IBM, Marketo, Oracle, salesforce.com, Salesfusion, and Silverpop — on a worldwide basis under a comprehensive range of criteria. Taking European marketers' point of view separates some vendors from others by highlighting strengths and weaknesses in two areas: global marketing support and local presence.

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