Still No Leaders or Challengers in Gartner's EMM Magic Quadrant
Once again, vendors in the enterprise marketing management (EMM) space, were confined to Niche and Visionary quadrant in Gartner's EMM Magic Quadrant released earlier this month. No vendors were recognized as Challengers or Leaders in this space, which Kimberly Collins, managing vice president at Gartner and co-author of the report, attributes largely to weak user adoption. The organizational need for a complete, well-rounded understanding of the marketing mix, however, will continue to press for an enterprise-wide marketing solution.
"For the most part, people aren't buying a whole big chunk of stuff right now," Collins states matter-of-factly. This makes sense given the fact that many marketers either don't have the capital budgets to make such an investment, or they're focusing instead of pointed areas of success, rather than trying to cover the whole gamut of capabilities.
Gartner defines EMM as "business strategies, process automation, and technologies required to effectively operate a marketing department, align resources, execute customer-centric strategies and improve marketing performance."
From a vendor perspective, it's becoming difficult to compete in a space where 80 to 90 percent of the functionality the average marketer needs is similar across all companies. Where the competitive differentiation will come in is, of course, in that remaining percentage. This is where companies are working to either develop innovative solutions or hone in on specific vertical industries.
- Infor; and
- Oracle (Siebel);
- SAS; and
When it comes to EMM, vendors that "have it all" may be hindered for the same reasons they've grown-when functionalities are achieved via acquisition, vendors may be working with integration issues around the platform, architecture, code base, etc. Given these potential obstacles, she says, it can be more challenging for a company that's looking to adopt a solution.
"There's a lot of vision," Collins says of the EMM market, "but not a lot of productization." The trends she sees as vendors continue to move forward is a stronger focus on:
- marketing performance management (MPM);
- vertical industry solutions; and
- a refocusing on harder-to-measure traditional marketing assets, namely, brand awareness, brand monitoring and listening.
Companies today, particularly due to the economic climate, are hard pressed to deliver quantifiable results. With smaller budgets, teams within marketing are trying to defend their voice in the company. "Everyone's a firm believer in what they're doing," Collins says, explaining that it would be foolish to, for example, scrap all traditional media in order to invest in digital simply because it's more measurable. "The reality is you don't really know what's driving revenue and value, how it's performing, how it interacts with each other," she says. That's where enterprise marketing management comes in, helping marketers understand the performance and relationship between campaigns.
Though no one has cracked into the Leader or Challenger quadrant just yet, Collins says the Visionaries have the most potential. These vendors are "reinventing themselves, thinking more outside the box," she says. The question, then, is who will come to market-and get market adoption-first. Smaller, niche players, will find it difficult to "catapult" themselves into a leader position, and will most likely get there as a result of a merger or acquisition.
News relevant to the customer relationship management industry is posted several times a day on destinationCRM.com, in addition to the news section Insight that appears every month in the pages of CRM magazine. You may leave a public comment regarding this article by clicking on "Comments" at the top; to contact the editors, please email editor@destinationCRM.com.
Gartner Magic Quadrant for Enterprise Marketing Management Remains Leader-less
MQ for EMM '10: Infor gets booted from an MQ for EMM that looks similar to the past two reports.
The Era of Static Emails Is Over
destinationCRM Exclusive: Infor, a provider of enterprise software solutions, launches a new intelligence-based email marketing tool.
Kodak Added to the Picture in Gartner Magic Quadrant for Marketing Resource Management
Magic Quadrant for Marketing Resource Management '10: Increased interest in MRM introduces three new companies to this year's report — but Oracle is shown the exit.
Aprimo and Unica Top Gartner Magic Quadrant for Marketing Resource Management
Magic Quadrant '09: This year's roundup shows continued investments -- and more than a few shakeups.
No Leaders Yet in Gartner Magic Quadrant for Enterprise Marketing Management
Magic Quadrant for EMM '08: Until buyers are using EMM solutions as platforms, vendors can't be marked for their ability to deliver.
Unica Tops Gartner Magic Quadrant for MCM
Magic Quadrant for MCM '08: As consumers move online, so should marketers -- and standalone best-of-breed marketing vendors continue to lead the way in the multichannel campaign management.
Unlock CRM Potential with Enterprise Marketing Management
Marketing is no longer a linear process.
Gartner Slots Multichannel Campaign Management Vendors
Magic Quadrant for MCM '07: SAS Institute, Teradata, and Unica maintain positions as leaders in the space, while Oracle's Siebel Systems gets bumped up.
Alterian Introduces New Level of Integration
The marketing technology vendor releases the latest version of its EMM solution, targeting the gaps across customer touch points.