posted at 21:51
Author: Matt Marshall
Tue, 21 Oct 2014 04:01:57 +0000
Forrester: Adobe emerges as marketing cloud leader, beating out Salesforce, Oracle, IBM and more
Adobe has taken a lead in the fast-growing enterprise marketing software sector, according to a Forrester Research report to be published today. The report comes at a time of high stakes in the marketing technology sector: Dozens of vendors, including the biggest enterprise companies like Oracle, SAP, and IBM, are vying to serve hundreds of thousands of marketers with automated ways to attract and serve their customers using software. Until recently, marketers have cobbled together various software solutions to handle different functions, like managing email, mobile and social campaigns. Chief marketing officers are expected to invest billions of dollars into marketing technology over the next few years. Marketing technology is one of the fastest-growing areas of the roughly $1 trillion enterprise software market worldwide, where chief marketing officers are increasingly dominating the spend. The traditional large enterprise vendors - Oracle, IBM and SAP - aren't leading the race to offer enterprise marketing software suites. She said Adobe had customers who could speak to how they were using a significant percent of its marketing technology. These two companies both offer the "Foundations" of an enterprise marketing suite, Forrester concluded, but they lack key features.

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