What The Enterprise Marketing Software Suites Forrester Wave™ Means For CMOs

This report, originally written for customer insights (CI) professionals, includes content relevant for chief marketing officers (CMOs). With marketing-related spending comprising 13% of all software spending, CMOs have greater responsibility for the business technology (BT) agenda at their firms. As a result, technology vendors will vie for CMOs' attention by promising to better serve data management, analytics, and campaign management needs with integrated portfolios of enterprise marketing software, popularly known as the "marketing cloud." In the 46-criteria evaluation of the eight most significant providers in this enterprise marketing software suite (EMSS) category — Adobe, IBM, Marketo, Oracle, salesforce.com, SAP, SAS Institute, and Teradata — we found a dynamic, evolving set of players working hard to position their offerings for marketers. This Forrester Wave report arms CMOs with information about the vendors' EMSS capabilities, their product strategies, and integration strengths — all necessary criteria to guide marketing technology selection decisions.