2017 Campaign and Lead Management Technology Marketplace Analysis
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In 2017, 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, this small winnowing of the vendor landscape brings little clarity, and it increases the risk of poor technology selection choices (such as vendor lock-in).