We've just released version 3.0 of our Digital Marketing Technology research, evaluating 14 key products from 10 vendors. We're now using the moniker Campaign and Lead Management (CLM) Technology to better hone in on the focus of what we cover, a change from the earlier name, Marketing Automation and Social Technology. We think CLM better reflects the functional scope of the technology.
There are many Campaign and Lead Management themes and findings from this major update that we'll write about in the coming days. Here, I'd like to highlight two major changes in the research:
- Enhanced evaluations format
- Expanded scope of the strategic evaluation considerations
We overhauled our vendor evaluations format in this release. The evaluations, as before, take an in-depth look at the products, but also answer the all-important "so-what?" for the enterprise buyer. We don't just report the "findings," but also analyze what a particular feature/approach/architecture choice means for you in terms of usage or implementation as may be appropriate.
When you decide to go with a particular technology, you don't pick the product alone. You are actually saying yes to the combination of product, vendor, and ecosystem. So we have significantly increased the coverage of "strategic considerations" to help you go beyond the technology to a more holistic understanding required for your procurement decisions.
Here is what we assess across these dimensions:
- Vendor: Strategy, Stability and Viability, Customer Support and Professional Services
- Product: Technical Modernity, Roadmap and Value for Money
- Ecosystem: Channel Professional Services, Community Strengths and Third-party Add-ons
Figure: Strategic Considerations related to product, vendor, and ecosystem that have a bearing on your technology choices. Example shown here is for Oracle Social Relationship Management (SRM).