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Feb 2016 - IDC MarketScape - Doc # US41025715

IDC MarketScape: Worldwide Marketing Cloud Platforms 2016 Vendor Assessment

Author: Gerry Murray Research Director, Marketing and Sales Technology
Abstract

This IDC study represents the vendor assessment research called IDC MarketScape. This specific research study assesses the capability and strategy of leading marketing cloud platforms.

"Marketing cloud platforms offer marketers an increasingly well-integrated and efficient alternative to the old best-of-breed, do-it-yourself days of deploying marketing technology," said Gerry Murray, research manager with IDC's CMO Advisory. "After an extensive comparative analysis, it is clear that marketers of every stripe have powerful solutions to choose from. The key to success is getting the right fit between your marketing mission and your marketing infrastructure. There is a short list of mistakes buyers must avoid. Number 1 is doing nothing. Number 2 is buying technology for technology's sake. Number 3 is letting different marketing solutions sprout up like weeds all over the organization. Last, marketing tech is not a magic bullet; you have to transform your team into a digital marketing machine in order to make the most of these new capabilities. By avoiding these issues, buyers will find extremely good solutions that will dramatically improve the performance of their marketing."

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