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.