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Vendor Selection Matrix –

Marketing Lead Management SaaS And Software:

The Top 20 Global Vendors 2018

Peter O’Neill

Research Director

October 2018


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


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.


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



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


Decision Makers use

a mix of traditional

and online tools

What Tools Do You Use To Create The Vendor Longlist?

MQ/VSM

Websites

Peers

WebinarsSocial Media

N=1.500 Business and IT Managers in Enterprises and SMBs


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


Market Overview: Market Trends 2018

What is your number one investment area in the Marketing Lead Management space for 2018 (One answer)?


Note: The following priorities

were volunteered by the

respondents.

• “Cloud Transformation“

• “Pilot Project“

• “Automation“

• “Company Rollout“

• “Employee Self-Service“


Are you planning to implement or replace your Marketing Lead Management system in the next 1-3 years?


72% of Companies

to invest in

Marketing Lead

Management

Software in the next

1-3 years.



How many different software or SaaS solutions do you have in your current overall marketing automation stack?


The Marketing

Automation

Stack Becomes

a Portfolio



What are your top three priorities when planning a new investment in the Marketing Lead Management space?



RoI,

Integration

and

Sales Force

Productivity

are the Top

Priorities


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.


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.



SaaS And Software: Evaluation Criteria




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


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





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


Weighting


Strategy





100% 3,94 3,63 4,46 3,96 3,26

Execution





100% 3,71 3,33 4,45 3,75 3,35


ImpartnerIBMHubSpotEngagioCRMNEXT


SaaS And Software: Detailed Results (II)



SaaS And Software: Detailed Results (III)

Weighting


Strategy





100% 4,48 3,91 4,23 3,96 4,45

Execution





100% 4,50 3,99 4,06 3,66 3,97


Marketo Right On Interactive SalesforceOracle Pegasystems


Weighting


Strategy





100% 4,23 4,45 3,69 3,25 3,60

Execution





100% 4,09 3,68 3,88 3,41 3,93


ZohoSalesfusion SAP SugarCRM Webmecanik


SaaS And Software: Detailed Results (IV)




Vendor Selection Matrix Disclaimer:

Research In Action GmbH does not endorse any vendor, product or service depicted in our

research publications, and does not advise technology users to select only those vendors

with the highest ratings. The information contained in this research has been obtained from

both enterprise as well as vendor sources believed to be reliable. Research In Action GmbH’s

research publications consist of the analysts’ opinions and should not be considered as

statements of fact. The opinions expressed are subject to change without further notice.

Research In Action GmbH disclaims all warranties, expressed or implied, with respect to this

research, including any warranties of merchantability or fitness for a particular purpose.

About:

Research In Action GmbH is a leading independent information and communications

technology research and consulting company. The company provides both forward-looking

as well as practical advice to enterprise as well as vendor clients.


Contact

Peter O‘Neill

+49 174 3210020

[email protected]

RESEARCH IN ACTION

Research In Action GmbHHauptstrasse 9

56244 HartenfelsGermany

Office: +49 2626 291251Fax: +49 2626 291272

Email: [email protected]

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