Over the last several months, with my colleagues Jonathan Block and Jason Hekl, I have attended several dozen marketing automation platform (MAP) vendor briefings in preparation for SiriusDecisions’ consolidated report on the MAP market, which is due to be published later this year. Through these vendor briefings, plus inquiries with our client base and our benchmark surveys, we have identified how the marketing automation space has evolved during the last 12 months.
These changes cover a wide range, including Eloqua going public, a rise in large enterprises leveraging the demand center model, increased marketing automation platform traction in the SMB marketplace, and new product capabilities. Among all of these changes, we at SiriusDecisions have noted two changes in the marketplace and two changes in marketing automation platform features and function that we consider to be most impactful.
Features and Functionality
Jay Famico is the Vice President of Client-Facing Technology at SiriusDecisions. He is a thought leader focused on helping companies gain maximum value from their investments in marketing programs and technology. Follow Jay on Twitter @JayFamico.