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© 2018, Research In Action GmbH Reproduction Prohibited 1
Vendor Selection Matrix –
Marketing Lead Management SaaS And Software:
The Top 20 Global Vendors 2018
Peter O’Neill
Research Director
October 2018
© 2018, Research In Action GmbH Reproduction Prohibited 2
Strategy Execution Total
1 Act-On Software 4,61 4,53 9,14
2 Marketo 4,48 4,50 8,98
3 HubSpot 4,46 4,45 8,91
4 bpm' online 4,43 4,13 8,56
5 Salesforce 4,45 3,97 8,42
6 Adobe 4,34 4,06 8,40
7 Pegasystems 4,23 4,06 8,29
8 Salesfusion 4,23 3,97 8,20
9 SAP 4,45 3,68 8,13
10 Oracle 3,91 3,99 7,90
11 Adestra 3,80 3,95 7,75
12 IBM 3,96 3,75 7,71
13 CRMNEXT 3,94 3,71 7,65
14 Right On Interactive 3,96 3,66 7,62
15 SugarCRM 3,69 3,88 7,57
16 Zoho 3,60 3,93 7,53
17 Aprimo 3,69 3,81 7,50
18 Engagio 3,63 3,33 6,96
19 Webmecanik 3,25 3,41 6,66
20 Impartner 3,26 3,35 6,61
Vendor Selection Matrix – Marketing Lead Management
SaaS And Software: The Top 20 Global Vendors
© 2018, Research In Action GmbH Reproduction Prohibited 3
The Research In Action GmbH
Vendor Selection Matrix Methodology
Data Summary:
Unique, primarily survey-based methodology for comparative vendor evaluation.
At a minimum, 60% of the evaluation results are based on enterprise and SMB buyers’ survey
results.
Analyst’s opinion accounts for a maximum of 40% of the evaluation results (not close to 100%
as in most other vendor evaluations).
More than 45,000 data points were collected.
Data was collected in Q2 of 2018, covering 1,500 business and IT managers (with budget
responsibilities) in a combined telephone and online survey.
The Top 20 vendors of Marketing Lead Management SaaS and Software (selected by the survey
respondents) were evaluated.
The evaluation results and forecasts are based on customer and vendor feedback, publicly
available information, triangulation, as well as the analyst’s opinion.
© 2018, Research In Action GmbH Reproduction Prohibited 4
Job title breakdown (Buyer role)
CEO 156
VP IT 141
CMO 123
CTO 114
BU Head 111
General Manager 108
VP Marketing 105
CIO 102
COO 100
Project Manager 97
VP Sales 93
IT Manager 75
Supply Manager 57
BU Marketing Manager 49
CFO 32
IT Operations Manager 17
Others 20
Total 1.500
Country breakdown
DACH 250
United Kingdom 150
France 100
Benelux 50
Europe (Rest) 150
North America 500
The Americas (Rest) 50
Australia and New Zealand 30
Asia Pacific (Rest) 220
Total 1.500
Company size breakdown
Headcount below 5.000: 247
Headcount 5.000 to 10.000: 432
Headcount 10.000 to 50.000: 718
Headcount over 50.000: 103
Total 1.500
The Research In Action GmbH
Vendor Selection Matrix Methodology
Survey Instrument:
Industry breakdown
Energy 112
Financial Services 259
Government & Non Profit 109
Healthcare & Chemicals 276
Manufacturing 283
Media & Telecoms 121
Retail 114
Technology & Professional Services 122
Travel & Transportation 104
Total 1.500
© 2018, Research In Action GmbH Reproduction Prohibited 5
Decision Makers use
a mix of traditional
and online tools
What Tools Do You Use To Create The Vendor Longlist?
MQ/VSM
Websites
Peers
Webinars Social Media
N=1.500 Business and IT Managers in Enterprises and SMBs
© 2018, Research In Action GmbH Reproduction Prohibited 6
Market Definition: Marketing Lead Management
Marketing Lead Management applications are deployed in marketing and/or sales operations
departments. They support the process of collecting unqualified contacts and opportunities from
various sources such as: (1) Direct mail or email responses, (2) Database marketing programs,
(3) Other multichannel marketing campaigns, (4) Offline interactions such as seminars and
tradeshows, (5) Social media contacts and (6) Increasingly, web pages.
These applications can de-duplicate or augment the lead information, perhaps with third-party data,
to form a more complete lead profile. The leads can be scored or rated, sent through a nurturing
workflow, and then qualified (prioritized) as sales opportunities and output to a sales team or an
outbound contact center team. The fundamental goal of lead management applications is to deliver
higher-value qualified opportunities to the sales team.
Lead management applications are used by companies mostly in support of the sale of "considered
purchases”1 — products or services representing a significant investment which typically involves
complexity that requires in-depth research. These sales are made primarily by companies selling in a
business-to-business (B2B) or business-to-business-to-consumer (B2B2C) capacity.
1Considered purchases, see https://en.wikipedia.org/wiki/Considered_purchase
© 2018, Research In Action GmbH Reproduction Prohibited 7
Market Overview: Market Trends 2018
What is your number one investment area in the Marketing Lead Management space for 2018 (One answer)?
N=1.500 Business and IT Managers in Enterprises and SMBs
Note: The following priorities
were volunteered by the
respondents.
• “Cloud Transformation“
• “Pilot Project“
• “Automation“
• “Company Rollout“
• “Employee Self-Service“
© 2018, Research In Action GmbH Reproduction Prohibited 8
Are you planning to implement or replace your Marketing Lead Management system in the next 1-3 years?
N=1.500 Business and IT Managers in Enterprises and SMBs
72% of Companies
to invest in
Marketing Lead
Management
Software in the next
1-3 years.
Market Overview: Market Trends 2018
© 2018, Research In Action GmbH Reproduction Prohibited 9
How many different software or SaaS solutions do you have in your current overall marketing automation stack?
N=1.500 Business and IT Managers in Enterprises and SMBs
The Marketing
Automation
Stack Becomes
a Portfolio
Market Overview: Market Trends 2018
© 2018, Research In Action GmbH Reproduction Prohibited 10
What are your top three priorities when planning a new investment in the Marketing Lead Management space?
N=1.500 Business and IT Managers in Enterprises and SMBs
Market Overview: Market Trends 2018
RoI,
Integration
and
Sales Force
Productivity
are the Top
Priorities
© 2018, Research In Action GmbH Reproduction Prohibited 11
Market Overview: Macro-Trends Affecting Marketing Lead
Management Projects in 2018 Market size and growth. Today, there are roughly 60 active software and SaaS vendors globally generating
around $ 3.5 billion in annual software licenses, maintenance and SaaS revenue. The top 20 vendors selected by
buyers in this survey generate a total of $ 2.1 billion in revenue specifically for marketing lead management.
Buyers are planning their software investments more strategically. Buying companies need longer
evaluation cycles for lead management applications as vendors (particularly the large ones) present a more
complex portfolio of products to support lead management processes. There is also a shift toward lead
management functionality being part of a larger CRM or marketing automation project.
Integration becomes a significant requirement. As the IT Department increases its influence on marketing
automation projects, there is increased focus on integration capabilities to other marketing, sales force
automation and CRM systems. Many companies now trying to optimize collaboration between their marketing
and sales departments.
Vendor consolidation is a priority. Ultimately, buyers wish to avoid working with too many martech vendors so
often a “good enough” solution from an incumbent vendor may suffice. Many marketing departments are not as
sophisticated as the leading vendor solutions.
Cloud-based solutions are preferred. SaaS-based software has made this automation technology easier to
adopt and integrate than the largely on-premises-based applications offered a few years ago. This also is
resulting in increased interest from midmarket companies with smaller sales and marketing teams who can now
afford to invest.
© 2018, Research In Action GmbH Reproduction Prohibited 12
Market Overview: Marketing Lead Management
Market Predictions Automation of marketing and sales itself. Marketers are becoming increasingly aware of the potential of chat systems,
chatbots and artificial intelligence. In the next years, conversational artificial intelligence will be able to automate more and
more of the lead-nurturing process itself. It reduces the cost of a sale, allow companies to create a greater reach, and
enable sellers to focus on the most qualified leads. Marketing Lead Management systems will be expected to incorporate or
integrate to these functions. While the technology adoption seems inevitable for cost reasons, marketers will prefer
solutions that enable them to communicate with prospects and customers without appearing “creepy” or robotic.
Marketing content needs more personalization and context. Advanced marketers will want to serve content during lead
nurturing that is as personal as possible to the lead contact. Industry or business-function level content customization will
become table-stakes. Marketing buyers will want to leverage personal and/or behavioral data to further target the content
sent to each contact.
Marketing is moving towards a revenue management function. Account-based marketing and sales acceleration tools
— which fill in the lead acquisition gaps that lead management vendors have not traditionally covered — are of increasing
interest to buyers. That requires new methods of lead acquisition, lead segmentation, and even predictive lead-scoring —
using firmographic and technographic datasets that extends to propensity to buy calculations.
Marketing Lead Management systems become platforms for all touchpoints of customer experience. The functions
provided by lead management systems are also of increasing importance to other departments and programs in a business:
internal communications, customer satisfaction initiatives, customer service or support, and channel management. This will
increase the installed footprint for Marketing Lead Management providers but also change the user profiles that they are
selling and working with.
© 2018, Research In Action GmbH Reproduction Prohibited 13
Vendor Selection Matrix – Marketing Lead Management
SaaS And Software: Evaluation Criteria
© 2018, Research In Action GmbH Reproduction Prohibited 14
Vendor Selection Matrix – Marketing Lead Management
SaaS And Software: The Top 20 Global Vendors
Evaluated Vendors and Solutions:
1 Act-On Software Act-On Marketing Platform
2 Adestra Adestra Platform
3 Adobe Adobe Campaign, Adobe Marketing Cloud
4 Aprimo Aprimo Campaign Management
5 bpm’online bpm’online marketing
6 CRMNEXT CRMNEXT Marketing
7 Engagio Engagio Marketing Orchestration Platform
8 HubSpot Marketing Hub
9 IBM IBM Campaign, Watson Campaign Automation
10 Impartner Impartner PRM
11 Marketo Marketo Engagement Marketing Platform
12 Oracle Oracle Eloqua, Oracle Responsys
13 Pegasystems Pega Marketing
14 Right On Interactive ROI Customer Lifecycle Marketing
15 Salesforce Pardot, Salesforce Marketing Cloud
16 Salesfusion Salesfusion
17 SAP SAP Marketing Cloud, SAP LeadRocket, SAP Sales Cloud
18 SugarCRM CRM for Marketing
19 Webmecanik Mautic Marketing Automation
20 Zoho Zoho CRM Plus
© 2018, Research In Action GmbH Reproduction Prohibited 15
Strategy Execution Total
1 Act-On Software 4,61 4,53 9,14
2 Marketo 4,48 4,50 8,98
3 HubSpot 4,46 4,45 8,91
4 bpm' online 4,43 4,13 8,56
5 Salesforce 4,45 3,97 8,42
6 Adobe 4,34 4,06 8,40
7 Pegasystems 4,23 4,06 8,29
8 Salesfusion 4,23 3,97 8,20
9 SAP 4,45 3,68 8,13
10 Oracle 3,91 3,99 7,90
11 Adestra 3,80 3,95 7,75
12 IBM 3,96 3,75 7,71
13 CRMNEXT 3,94 3,71 7,65
14 Right On Interactive 3,96 3,66 7,62
15 SugarCRM 3,69 3,88 7,57
16 Zoho 3,60 3,93 7,53
17 Aprimo 3,69 3,81 7,50
18 Engagio 3,63 3,33 6,96
19 Webmecanik 3,25 3,41 6,66
20 Impartner 3,26 3,35 6,61
Vendor Selection Matrix – Marketing Lead Management
SaaS And Software: The Top 20 Global Vendors
© 2018, Research In Action GmbH Reproduction Prohibited 16
Vendor Selection Matrix – Marketing Lead
Management SaaS And Software: The Winner Act-On Software: Mid-market success now spreading to enterprise segment General: Founded in 2008, Act-On is approaching $ 75 million in annual revenues with more than 4,000
customers globally. They are on a rapid growth trajectory, having become the favored vendor to replace
failed first-generation MLM projects, particularly in enterprises (over 100 such replacements so far in 2018).
Strategy: Act-On focuses primarily on the needs of mid-sized businesses (marketing team up to 75
employees, revenues between $ 10 million and $ 1 billion) and helps these clients mature from email
marketing, through multi-channel campaigning, to ultimately become “Adaptive Marketing Pros” with
complete MLM processes incorporating sales and marketing.
Execution: As well as a direct sales programs, Act-On leverages the partner ecosystems of leading players
of adjacent markets like Microsoft, NetSuite and SugarCRM. They also partner with innovative marketing
agencies and have lucrative white-label distribution agreements in specific industries. Onboarding
bootcamps and ongoing focus on customer success led to their receiving highest score for the customer
satisfaction category amongst all competitors.
Customer Quote: ”With Act-On, we finally found a partner we can trust – and because of our past
experiences, we are thankful for that.” CEO North-American consumer goods company.
Bottom Line: Act-On is recognized in many surveys for their innovation. Their pricing strategy is also
considered more fair than other MLM vendors. All good for future
fast growth.
#1
Global
Winner
© 2018, Research In Action GmbH Reproduction Prohibited 17
Vendor Selection Matrix – Marketing Lead Management
SaaS And Software: The Number Two
Marketo: Marketing Automation leader now under the Adobe brand promise General: Marketo, founded in 2006, went public in 2013; then private in 2016. This was followed by the exit of
most of the founders and innovators but it continues to be a B2B MLM leader with around 5,000 enterprise
customers. In Sept 2017*, the investors sold the company on to Adobe for $ 4.75 billion (270% of the original 2016
valuation).
Strategy: As the first mover in marketing automation, Marketo had to evolve its software stack to a more
integrated platform in the last years. It also expanded through acquisitions of ToutApp (sales enablement) and
Bizable (marketing performance management). Many Marketo customers are still going through their migration to
the Orion platform as the company now repositions itself as a customer engagement platform.
Execution: Under new management across the globe, Marketo is highly focused on customer success across its
installed base. We expect Adobe to maintain Marketo separately as their B2B MLM solution (and Neolane as B2C).
Customer Quote: ”Over the years, Marketo has helped us a lot. We are satisfied customers overall, but would like
to see some more stability in the future.” CMO global financial services company.
Bottom Line: Marketo had established itself as the market and innovation leader back in 2014. The resulting
management changes delayed further progress though. The Adobe acquisition strengthens Marketo’s viability as a
vendor and could also addresses the number one integration challenge cited by many enterprise users: “...Adobe
with Marketo.”
* This was after the Research In Action survey was completed.
© 2018, Research In Action GmbH Reproduction Prohibited 18
Vendor Selection Matrix – Marketing Lead
Management SaaS And Software: The Number Three
HubSpot: Inventor of “Inbound Marketing” continues to innovate and execute General: Still managed by the founders, Hubspot is the most successful provider of marketing and sales automation
software to small and medium businesses (10 - 2,000 employees) with almost 45,000 customers.
Strategy: Hubspot wins and retains customers through a freemium business model (their CRM platform is free);
where customers upgrade from a basic to a suite solution, and then to a full platform with a myriad of partner
solutions as they mature in their usage of the software. This year, their offering extended to include a Services
platform. With an average contract value of $ 10,000 per customer, there is plenty of business opportunity
outstanding.
Execution: Practicing what they preach, inbound marketing dominates Hubspot’s sales strategy (33% of prospects
are won through “word of mouth”, a further 26% come from Google). 60% of their customers started with the free
version and 28% of them now have a Hubspot suite installed. On a 43% CAGR track since 2014, Q2’18 revenues were
$ 123 million. Hubspot also has the highest score for the customer satisfaction category amongst all competitors.
Customer Quote: ”With Hubspot, we can grow the solution as we see fit – unique in this market.” General Manager
European construction company.
Bottom Line: Hubspot prevails as a major innovator, educator, and supplier in this market sector. This is recognized
by its market cap of $ 4.9 billion and the fact that over 20,000 people attend their annual conference, reflecting its
position as a thought leader in the marketing world.
© 2018, Research In Action GmbH Reproduction Prohibited 19
Vendor Selection Matrix – Marketing Lead
Management SaaS And Software: The Top Five
bpm’online: Drive for process management in marketing creates success
General: bpm’online offers a process management platform for companies to set up their desired MLM system
rapidly, often delivered by one of bpm’online’s business partners spread over 35 countries. Selling mainly to
medium and large enterprises, it has success in the financial services, technology, professional services and
scientific sectors. Founded in 2002, annual revenues are estimated at around $ 50 million today.
Strategy: The value proposition is simple: The solution is easier to set up, gain user-adoption, and integrate with
other systems than other MLM products - because users are basically implementing a workflow automation system
designed to their specific process needs and in their business terms. Half of the bpm’online sites support the more
complex B2B2C scenario - not a standard functionality for many MLM solutions.
Execution: As bpm’online speaks the language of business, not a software vendor, it appeals to many business
professionals facing the challenges of digital and consumerization. It has thousands of customers, hundreds of
partners and dozens of application templates in its online marketplace. The company achieved the highest score in
our survey for the price versus value category amongst all competitors.
Customer Quote: ”Simply the only vendor worth looking at in this market.” VP Marketing European media
company.
Bottom Line: Bpm’online approaches the MLM market differently, as a solution for business problems.
© 2018, Research In Action GmbH Reproduction Prohibited 20
Vendor Selection Matrix – Marketing Lead Management
SaaS And Software: The Top Five
Salesforce: The preferred choice for existing Salesforce customers General: Salesforce created the general trend towards SaaS around their CRM/sales force automation
solution and many firms still manage their leads in CRM for that reason. In 2013, it acquired ExactTarget
which owned a B2B focused MLM system named Pardot. Pardot has been significantly enhanced in recent
years and continues to win new MLM projects for Salesforce, increasingly in the enterprise sector.
Strategy: Pardot is marketed intensively to Salesforce clients with the argument that the integration
between it and Salesforce sales force automation is native, easier, and superior. Sales to the Salesforce user
base has risen from 14% in 2013 to 50% today. In fact, Pardot does not offer other CRM integrations as
standard software anymore.
Execution: Pardot is positioned as “B2B Marketing on the World’s Number One CRM”. It can automate all
marketing scenarios from basic lead handling to the most sophisticated marketing analytics and will be
increasingly associated with Einstein, Salesforce’s artificial intelligence brand. It can also be enhanced
through the availability of over 1,000 marketing apps on the Sales force App-Exchange.
Customer Quote: ”Salesforce provides us with a full ecosystem of marketing solutions.” VP Marketing
global retail company.
Bottom Line: Salesforce Pardot will prevail as a leading MLM
solution, albeit within the Salesforce user community.
© 2018, Research In Action GmbH Reproduction Prohibited 21
Vendor Selection Matrix – Marketing Lead Management
SaaS And Software: The Top Ten
Adobe: Investing BIG in Marketing Lead Management General: Adobe is one of the industry’s most respected vendors having systematically converted its product lines
and business model to SaaS in the last years. It has grown via acquisitions, none larger than the recent buy of
Marketo for $ 4,75 billion (nearly 15x Marketo 2017 revenues), to enhance its Customer Experience Cloud and
complement the Creative Cloud suite. Note: The Adobe scores shown in this Vendor Selection Matrix were collated
PRIOR to the acquisition.
Strategy: Adobe is a market leader for B2C companies in marketing automation and favored for content creation
and management by many B2C and B2B users. In the last years, Adobe has worked with Lattice Engines as a
partner for lead management capabilities The Marketo acquisition is the icing on their B2B cake (and B2B2C):
covering one of their major product gaps and also bringing in over 5,000 clients, mostly new ones, to Adobe.
Execution: Acquisitions in the software industry are precarious undertakings. Innovative companies are often
underwhelmed within larger corporate structures. However, positive points to note are: (1) Adobe has been good at
absorbing new companies, and (2) Marketo has already been through its post-acquisition brain drain.
Customer Quote: ”We are following Adobe’s lead for many years and we are satisfied with their strategy.” CEO
North-American media and publishing company.
Bottom Line: The marketing automation market is trending towards a choice between “marketing clouds” as
anchor system plus point solutions in innovative areas and Adobe is now
definitely on the shortlist for that anchor system.
© 2018, Research In Action GmbH Reproduction Prohibited 22
Vendor Selection Matrix – Marketing Lead Management
SaaS And Software: The Top Ten
Pegasystems: The business process manager for marketers General: Pegasystems Inc. has established itself as a leader in software for customer engagement and
operational excellence. Its solution enables marketers to define lead workflows and customer journey
decision maps and is particularly successful in specific industries where complex processes and rules are
prevalent such as insurance, healthcare, life sciences and utilities.
Strategy: Pegasystem’s Customer Decision Hub users can set up workflows as they desire; deploy flexible
event triggers and personalization; and feed customer behavior insight and recommendations direct to
sales. Founded in 1983, Pega has 4,000+ employees and 2017 revenues were $ 841 million.
Execution: Leveraging 35 years of experience in supporting business workflows, the vendor now offers an
adaptive, cloud-architected software – built and marketed around its unified Pega Platform. The software is
packaged for industries and also into 8 distinct customer engagement business processes. It even states
about itself: “Meet the Salesforce.com alternative”.
Customer Quote: ”Pegasystems is not like other vendors, for us the perfect fit.” VP Marketing North-
American healthcare company.
Bottom Line: Pegasystems approaches the MLM market differently, as a workflow solution for business
problems.
© 2018, Research In Action GmbH Reproduction Prohibited 23
Vendor Selection Matrix – Marketing Lead
Management SaaS And Software: The Top Ten
Salesfusion: Capable marketing platform for SMBs with service if desired General: Established in 2006, Salesfusion is a marketing automation platform that helps marketers to drive
quality leads into the sales funnel. It is focused on the needs of small marketing teams, usually SMBs in the
$ 10 million to $ 100 million revenue range and links easily to the CRM systems commonly used by those
companies. Venture funded, it has over 400 customers and estimated annual revenues of $ 8 million.
Strategy: Salesfusion presents itself as a solution built by marketers for marketers: modular and easy-to-
use. It also offers customers one-on-one training and professional onboarding services, including a
technical setup and synchronization with their existing CRM.
Execution: Realizing that many SMBs have no resources to operate marketing automation software,
Salesfusion also offers a do-it-for-me approach; where they handle the tactical campaign execution and
reporting, and the client focuses on program and content creation. Salesfusion then bills based on the size
of the client’s contacts database and the company achieved the highest score in our survey for the price
versus value category amongst all competitors.
Customer Quote: ”As a small company we cannot deal with the complex offerings from many of the other
vendors, Salesfusion is what we need.” Managing Director North-American professional services company.
Bottom Line: Salesfusion has developed a product and a set of
services which is very attractive to SMBs.
© 2018, Research In Action GmbH Reproduction Prohibited 24
Vendor Selection Matrix – Marketing Lead Management
SaaS And Software: The Top Ten
SAP: A brew in progress: a little of SAP, Hybris plus Callidus – final recipe yet
to be decided General: SAP is in the process of consolidating and integrating organically developed marketing software with
software from its Hybris and more recent CallidusCloud acquisitions. SAP C/4HANA is a suite of solutions designed
for “the new customer experience,” which includes SAP Clouds for Marketing, Sales, Commerce and Service, all
supported by SAP Customer Data Cloud.
Strategy: SAP has rebranded the former SAP Hybris Marketing Cloud as “SAP Marketing Cloud” with increasing
integration to other SAP technologies in future releases. It also promotes Callidus’ newly-acquired MLM solution as
“SAP LeadRocket.”
Execution: SAP’s success to date has been in the enterprise segment where systems integrators have helped
businesses to deploy SAP’s marketing and CRM solution. Users who work in a more pure SAP software ecosystem
tend to be more successful with their marketing projects. Some customers report that SAP Marketing Cloud is
difficult to integrate with systems such as another CRM or external content and data sources.
Customer Quote: ”We are a long-time SAP customer and we see the strategic potential in these acquisitions, we
also hope for a quick integration.” VP Marketing German manufacturing company.
Bottom Line: SAP now has the potential to deliver a compelling strategy
for marketing automation.
© 2018, Research In Action GmbH Reproduction Prohibited 25
Vendor Selection Matrix – Marketing Lead Management
SaaS And Software: The Top Ten
Oracle: Former leader gone cold due to lack of focus and corporate inertia General: This is the biggest surprise of this Vendor Selection Matrix survey - Eloqua was one of the first specialist
MLM vendors and recognized as an innovator. It was acquired by the software megavendor Oracle in 2013 and
joined other marketing automation acquisitions Compendium, Responsys, and BlueKai into becoming the Oracle
Marketing Cloud.
Strategy: Oracle continues to present a visionary marketing cloud concept for the modern marketer with a clear
focus on the enterprise market, but it is presented often by Oracle general salespeople. The offering is feature-rich
and extensive.
Execution: Users report that promised enhancements are often delayed and support quality is waning. Newer
functions common in other systems are now missing from Eloqua. Older Eloqua customers are having to convert
their licensing agreements to Oracle standards which results inevitably in a significant cost increase. Oracle scored
the lowest of all competitors for vision, customer satisfaction and price/value ratio categories in this survey.
Customer Quote: ”Oracle does offer almost everything our company needs, installation and fine-tuning are not
always straightforward, though.” Project Manager global chemical company.
Bottom Line: Oracle Marketing Cloud is one of several SaaS programs within an Oracle corporation obsessed
with transforming from an on-premise software vendor to a SaaS provider. The question is: Does Eloqua get the
attention and investment it requires to remain competitive?
© 2018, Research In Action GmbH Reproduction Prohibited 26
Vendor Selection Matrix – Marketing Lead Management
SaaS And Software: Detailed Results (I)
Weighting
Score Result Score Result Score Result Score Result Score Result
Strategy
Vision & Go-To-Market 30% 4,75 1,43 3,75 1,13 4,25 1,28 3,25 0,98 4,75 1,43
Innovation & Partner Ecosystem 20% 4,25 0,85 3,75 0,75 4,50 0,90 3,75 0,75 4,25 0,85
Company Viability & Execution Capabilities 15% 4,50 0,68 3,50 0,53 4,50 0,68 3,75 0,56 3,25 0,49
Differentiation & USP 35% 4,75 1,66 4,00 1,40 4,25 1,49 4,00 1,40 4,75 1,66
100% 4,61 3,80 4,34 3,69 4,43
Execution
Breadth & Depth Of Solution Offering 30% 4,50 1,35 3,75 1,13 4,00 1,20 3,75 1,13 3,50 1,05
Market Share & Growth 15% 4,25 0,64 3,75 0,56 4,00 0,60 3,75 0,56 3,50 0,53
Customer Satisfaction 25% 4,75 1,19 4,25 1,06 4,25 1,06 4,00 1,00 4,50 1,13
Price/Value Ratio 30% 4,50 1,35 4,00 1,20 4,00 1,20 3,75 1,13 4,75 1,43
100% 4,53 3,95 4,06 3,81 4,13
Scale Explanation: 1 (Low) To 5 (High)
bpm' onlineAprimoAdobeAdestraAct-On Software
© 2018, Research In Action GmbH Reproduction Prohibited 27
Weighting
Score Result Score Result Score Result Score Result Score Result
Strategy
Vision & Go-To-Market 30% 4,00 1,20 3,50 1,05 4,50 1,35 3,50 1,05 3,00 0,90
Innovation & Partner Ecosystem 20% 4,00 0,80 4,00 0,80 4,25 0,85 3,75 0,75 3,50 0,70
Company Viability & Execution Capabilities 15% 3,00 0,45 2,50 0,38 4,00 0,60 4,50 0,68 1,75 0,26
Differentiation & USP 35% 4,25 1,49 4,00 1,40 4,75 1,66 4,25 1,49 4,00 1,40
100% 3,94 3,63 4,46 3,96 3,26
Execution
Breadth & Depth Of Solution Offering 30% 3,00 0,90 2,50 0,75 4,00 1,20 3,38 1,01 3,00 0,90
Market Share & Growth 15% 3,25 0,49 3,00 0,45 4,75 0,71 3,25 0,49 3,00 0,45
Customer Satisfaction 25% 4,50 1,13 4,00 1,00 4,75 1,19 4,50 1,13 3,50 0,88
Price/Value Ratio 30% 4,00 1,20 3,75 1,13 4,50 1,35 3,75 1,13 3,75 1,13
100% 3,71 3,33 4,45 3,75 3,35
Scale Explanation: 1 (Low) To 5 (High)
ImpartnerIBMHubSpotEngagioCRMNEXT
Vendor Selection Matrix – Marketing Lead Management
SaaS And Software: Detailed Results (II)
© 2018, Research In Action GmbH Reproduction Prohibited 28
Vendor Selection Matrix – Marketing Lead Management
SaaS And Software: Detailed Results (III)
Weighting
Score Result Score Result Score Result Score Result Score Result
Strategy
Vision & Go-To-Market 30% 4,00 1,20 3,50 1,05 4,00 1,20 4,00 1,20 4,50 1,35
Innovation & Partner Ecosystem 20% 4,50 0,90 3,75 0,75 4,25 0,85 4,25 0,85 4,25 0,85
Company Viability & Execution Capabilities 15% 4,75 0,71 4,75 0,71 4,00 0,60 2,25 0,34 4,50 0,68
Differentiation & USP 35% 4,75 1,66 4,00 1,40 4,50 1,58 4,50 1,58 4,50 1,58
100% 4,48 3,91 4,23 3,96 4,45
Execution
Breadth & Depth Of Solution Offering 30% 4,50 1,35 4,50 1,35 4,00 1,20 3,25 0,98 3,30 0,99
Market Share & Growth 15% 4,50 0,68 4,75 0,71 4,00 0,60 3,25 0,49 4,25 0,64
Customer Satisfaction 25% 4,50 1,13 3,50 0,88 4,25 1,06 4,00 1,00 4,25 1,06
Price/Value Ratio 30% 4,50 1,35 3,50 1,05 4,00 1,20 4,00 1,20 4,25 1,28
100% 4,50 3,99 4,06 3,66 3,97
Scale Explanation: 1 (Low) To 5 (High)
Marketo Right On Interactive SalesforceOracle Pegasystems
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Weighting
Score Result Score Result Score Result Score Result Score Result
Strategy
Vision & Go-To-Market 30% 4,50 1,35 4,50 1,35 3,50 1,05 3,00 0,90 3,25 0,98
Innovation & Partner Ecosystem 20% 4,25 0,85 4,50 0,90 4,00 0,80 3,50 0,70 4,25 0,85
Company Viability & Execution Capabilities 15% 3,00 0,45 4,75 0,71 3,50 0,53 2,25 0,34 2,50 0,38
Differentiation & USP 35% 4,50 1,58 4,25 1,49 3,75 1,31 3,75 1,31 4,00 1,40
100% 4,23 4,45 3,69 3,25 3,60
Execution
Breadth & Depth Of Solution Offering 30% 3,50 1,05 3,50 1,05 3,50 1,05 3,00 0,90 3,50 1,05
Market Share & Growth 15% 3,25 0,49 3,25 0,49 3,75 0,56 3,50 0,53 4,00 0,60
Customer Satisfaction 25% 4,50 1,13 3,75 0,94 4,25 1,06 3,75 0,94 4,00 1,00
Price/Value Ratio 30% 4,75 1,43 4,00 1,20 4,00 1,20 3,50 1,05 4,25 1,28
100% 4,09 3,68 3,88 3,41 3,93
Scale Explanation: 1 (Low) To 5 (High)
ZohoSalesfusion SAP SugarCRM Webmecanik
Vendor Selection Matrix – Marketing Lead Management
SaaS And Software: Detailed Results (IV)
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The Research In Action GmbH
Vendor Selection Matrix Methodology
Vendor Selection Matrix Disclaimer:
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