Lori Wizdo says, “Forrester just published The Forrester Wave™: Lead-To-Revenue Management Platform Vendors, Q4 2016.  Our research uncovered a robust market in which Act-On, Adobe, IBM, Marketo, and Oracle lead the pack; bpm’online, HubSpot, Salesforce, and Salesfusion offer competitive options; and CallidusCloud and Right On Interactive are Contenders.  Forrester’s Wave ™ process is comprehensive (we evaluated the products across 36 different criteria); rigorous (the process comprises executive briefings, detailed product review and demo, all validated with customer references); and completely transparent (each criteria is graded on a 0-5 scale with the scale explanation openly published).  There’s no hiding in the Forrester Wave ™ process – for the vendor, or for the analyst.  As the lead analyst on this research I want to thank the marketing and product marketing teams of the vendors who participated in the Wave research process.

Our last Forrester Wave ™ analysis on L2RM platforms was published in 2014 and we found significant differences in:

  • Practitioner motivation: 
    B2B marketers are moving beyond revenue performance to life-cycle customer engagement
  • Platform maturity:
    Support for advanced B2B marketing practice is the differentiator with marketing practitioners looking for their marketing operating system.
  • Marketplace adoption: 
    There’s a lot of runway in the L2RM Platform Market“.

L2RM Automation Is Powering A B2B Marketing Transformation

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