Sqware Peg - Premiere Asia-Pacific Consulting Partner of salesforce.com: The 2007 Market Awards: Marketing Automation
This has been the year of the end user in marketing automation. Interfaces are more user-friendly, vendors are following customers to the Web, and solutions are more pain-point focused. Vendors are embracing the importance of keeping customers happy as the market becomes more consolidated--Unica's acquisition of Sane Solutions, for example. Bruce Biegel, senior marketing director at Winterberry Group, says, "Continued consolidation is making end users cautious in selection--creating confusion and slowing adoption." To speed sales, vendors have been focusing on online integration and marketing resource management (MRM) adoption. Sheryl Kingstone, director of enterprise research at Yankee Group, summarizes today's bottom line for the vendors in this space: "They have to differentiate themselves through customer experience."
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