Marketing Automation Vendor Selection Matrix

Revenue Marketing has emerged in recent years as companies transition from an individual lead-based marketing function to account-based revenue management. Research in Action’s Revenue Marketing Automation Vendor Selection Matrix highlights the providers in automation and adjacent product verticals that offer the most complete solutions for mature marketing processes.

Historically, companies have been deploying separate Marketing Automation Platforms (MAP), Marketing Lead Management (MLM) or, specifically in B2B, even extra Account-Based Marketing (ABM) solutions to support their lifecycle revenue management and marketing campaigns – often resulting in significant functional overlap, redundancy, and user confusion. The last years have seen martech budgets come under pressure from the CFO, and many modern CMOs also strive for a more strategic martech approach. The result is that many companies are now reconsidering their marketing investments and searching for a single primary platform strategy: a platform to support all their revenue marketing processes.

Read the entire report for more insights into this fascinating trend in marketing automation, and to learn how Act-On is among the best platforms to meet the modern marketing department.