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Customer-obsessed marketing

Introducing The Forrester Wave: Cross-Channel Campaign Management, Q1 2018

Rusty Warner
Principal Analyst
February 15, 2018

I’m pleased to announce the publication of The Forrester Wave™: Cross-Channel Campaign Management, Q1 2018. In our 33-criteria evaluation, we identified the 12 most significant vendors – Adobe, Cheetah Digital, Emarsys, IBM, Oracle, Pegasystems, Pitney Bowes, RedPoint Global, Salesforce, SAP Hybris, SAS, and Selligent – and researched, analyzed, and scored them.

Forrester defines CCCM as: Enterprise marketing technology that supports customer data management, analytics, segmentation, and workflow tools for designing, executing, and measuring campaigns for digital and off-line channels.

 

CCCM is a mature marketing category, but the vendor landscape continues to evolve. We included vendors from three segments in the Forrester Wave™ CCCM evaluation: enterprise marketing software suite (EMSS) modules, real-time interaction management (RTIM) solutions, and independent platforms. To better understand these segments, you can review Forrester’s analysis of 15 functional capabilities in the Now Tech: Cross-Channel Campaign Management, Q1 2018 report which complements the Forrester Wave™ CCCM evaluation.

If your needs align with CCCM functionality packaged as an EMSS module, you should also check out the Forrester Wave™: Enterprise Marketing Software Suites, Q1 2018. And, if your CCCM requirements focus on RTIM, be sure to review the Forrester Wave™: Real-Time Interaction Management, Q2 2017. Several enterprise marketing technology (EMT) vendors appear in all three evaluations – EMSS, CCCM, and RTIM – so it’s important to understand how your solution criteria align with these different EMT categories.

When reviewing a Forrester Wave™ report, we recommend you go beyond the Forrester Wave™ graphic and:

  • Download the Excel sheet associated with the graphic (Figure 2 in the report).
  • View the detailed evaluation criteria in the scoring guide.
  • Adapt the criteria weightings to fit your needs, so you can see customized rankings of the providers.

If you have questions, feel free to send me an email or set up an inquiry. If you want to discuss the role of CCCM in your EMT ecosystem, we’re here to help.

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