Oracle white paper: Lead-To-Revenue Management Platform Vendors - Q1 2014
In Forrester’s 75-criteria evaluation of lead-to-revenue management (L2RM) platform vendors, we identified the nine most significant solution providers in the category — Act-On, Adobe, CallidusCloud, IBM, Marketo, Oracle, Salesforce.com, Salesfusion and Silverpop — and researched, analysed and scored them. This report details our findings about how well each vendor fulfils our criteria and where they stand in relation to each other, to help marketing leaders select the right partner for their lead-to-revenue initiatives.
Initial L2RM automation solutions were developed solely to bridge a gap between lead generation activities (for example trade shows, direct mail, telemarketing and email campaigns) and selling activities that were managed by a customer relationship management (CRM) system (for example closing the deal). The opportunity to calibrate marketing spend to revenue generation was a significant driver of L2RM.
In a recent survey of business-to-business (B2B) marketers, we found that slightly more than 50 per cent of marketing organisations had implemented a system to manage the lead-to-revenue process. Companies that have implemented an L2RM automation platform have seen results in both organisational maturity and business impact…