RSG has just released our latest annual Campaign & Lead Management Marketplace Analysis. In this briefing — available exclusively to research subscribers — you will find a comparative analysis of the relative risks and opportunities associated with each vendor via RSG's "Reality Check" chart.
- The overall marketing technology landscape continues to be crowded, but early signs of consolidation are becoming apparent in campaign and lead management.
- However, this segment is not as mature as longstanding enterprise software segments such as ERP or CRM are — far from it.
- In fact, marketers still must sort through a wide variety of tools and technology to determine the best-fit products for them.
- If anything, a small winnowing of the vendor landscape brings little clarity, but it increases the risk of poor technology selection choices such as vendor lock-in.
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