1. Webinar
Behind The Scenes Of The Forrester Wave™: Lead-To-Revenue Management Platform Vendors, Q1 2014
Lori Wizdo, Principal Analyst
March 31, Call in at 10:55 a.m. Eastern time

2. Agenda
How did we define the L2RM platform?
Current state of L2RM platform adoption
Selection and evaluation criteria
Detailed evaluation results
Making the Forrester Wave™ yours
What’s next
Recommendations

3. Agenda
How did we define the L2RM platform?
Current state of L2RM platform adoption
Selection and evaluation criteria
Detailed evaluation results
Making the Forrester Wave™ yours
What’s next
Recommendations

4. The L2RM platform automates core L2RM processes
Source: March 20, 2014, “Use The L2RM Platform Forrester Wave™ To Support Buyer Engagement” Forrester report

5. Key functional criteria include:
Customer engagement management and lead data management.
Multichannel campaign design and management.
Lead capture and management.
Integration with customer relationship management platforms at the data, process, and reporting levels.
Reporting, analytics, and alerting to measure marketing effectiveness.

6. Agenda
How did we define the L2RM platform?
Current state of L2RM platform adoption
Selection and evaluation criteria
Detailed evaluation results
Making the Forrester Wave™ yours
What’s next
Recommendations

7. B2B marketers look to L2RM platforms for help in coping with increasing demand for leads, revenue accountability, changing buyer behavior, and proliferation of B2B channels.

8. How L2RM automation delivers value
Source: October 23, 2013, “Navigate The Journey From L2RM Vision To Success” Forrester report

9. Realized gains from L2RM automation
FIFTY PERCENT OF B2B MARKETERS HAVE IMPLEMENTED L2RM PLATFORMS AND ARE SEEING THESE RESULTS:
Contribute more to the sales pipeline. .

10. L2RM platform users contribute more to the sales pipeline
“Using your best estimate, what percentage of your B2B sales pipeline (opportunities) can be attributed to leads your marketing function has generated?”
44%
34%
Base: marketing decision-makers at B2B companies in the US and Western Europe with 100 or more employees; Source: Q US And Europe B2B Marketing Tactics And Benchmarks Online Survey

11. Realized gains from L2RM automation
FIFTY PERCENT OF B2B MARKETERS HAVE IMPLEMENTED L2RM PLATFORMS AND ARE SEEING THESE RESULTS:
Contribute more to the sales pipeline.
Have higher levels of process maturity. .

12. L2RM platform users have more marketing process maturity
Source: March 20, 2014, “Use The L2RM Platform Forrester Wave™ To Support Buyer Engagement” Forrester report

13. Realized gains from L2RM automation
FIFTY PERCENT OF B2B MARKETERS HAVE IMPLEMENTED L2RM PLATFORMS AND ARE SEEING THESE RESULTS:
Contribute more to the sales pipeline.
Have higher levels of process maturity.
Measure results more holistically. .
Source: Q US And Europe B2B Marketing Tactics And Benchmarks Online Survey

14. L2RM platform users measure more aspects of performance

15. Realized gains from L2RM automation
FIFTY PERCENT OF B2B MARKETERS HAVE IMPLEMENTED L2RM PLATFORMS AND ARE SEEING THESE RESULTS:
Contribute more to the sales pipeline.
Have higher levels of process maturity.
Measure results more holistically.
Collaborate better with their sales colleagues.
Source: Q US And Europe B2B Marketing Tactics And Benchmarks Online Survey

16. L2RM platform users have better alignment with sales

17. Realized gains from L2RM automation
FIFTY PERCENT OF B2B MARKETERS HAVE IMPLEMENTED L2RM PLATFORMS AND ARE SEEING THESE RESULTS:
Contribute more to the sales pipeline.
Have higher levels of process maturity.
Measure results more holistically.
Collaborate better with their sales colleagues.
Source: Q US And Europe B2B Marketing Tactics And Benchmarks Online Survey

18. Agenda
How did we define the L2RM platform?
Current state of L2RM platform adoption
Selection and evaluation criteria
Detailed evaluation results
Making the Forrester Wave™ yours
What’s next
Recommendations

19. Selected vendors have extensive capabilities
This was the first ever L2RM Platform Forrester Wave done by Forrester.
To make our evaluation list, vendors had to:
Have a fully featured L2RM platform.
Offer solutions for at least three years now.
Have a large number of B2B marketers as clients.
Have a large market presence (customers or revenue).
Demonstrate significant growth.

20. Evaluated vendors: product information and inclusion criteria
Source: March 20, 2014, “Use The L2RM Platform Forrester Wave™ To Support Buyer Engagement” Forrester report

21. Agenda
How did we define the L2RM platform?
Current state of L2RM platform adoption
Selection and evaluation criteria
Detailed evaluation results
Making the Forrester Wave™ yours
What’s next
Recommendations

22. How to interpret the Forrester Wave™ graphic
Risky
Bets
Contenders
Leaders
Strong
Performers
Current
offering
Weak
Strong
Market presence
Strategy
Weak
Strong

23. How to interpret the vendor scorecard
Forrester weightings and scores
Explanations for every score
In-depth explanations of all criteria and scoring rationale
Source: January 21, 2014, “The Forrester Wave™: Lead-To-Revenue Management Platform Vendors, Q1 2014” Forrester report

24. Forrester created two views.
Large enterprise
SME/small marketing teams

25. The Forrester Wave™: Lead-To-Revenue Management Platform Vendors, Q1 2014
Oracle (Eloqua) and Marketo lead the pack.
Adobe is close behind.
Act-On and salesforce.com (Pardot) also fall into the Leaders category.
Silverpop and IBM are on the cusp of leadership.
CallidusCloud and Salesfusion are also Strong Performers.
Source: January 21, 2014, “The Forrester Wave™: Lead-To-Revenue Management Platform Vendors, Q1 2014” Forrester report

26. The Forrester Wave™: Lead-To-Revenue Management Platform Vendors, Q1 2014 (cont.)
Source: January 21, 2014, “The Forrester Wave™: Lead-To-Revenue Management Platform Vendors, Q1 2014” Forrester report

27. Areas of change for the SMB/SMT lens
Ease of use. Smaller marketing teams often don’t have access to technical support and can’t spare the headcount to dedicate marketing staff to maintaining the L2RM platform, so ease of productive use is paramount.
Marketing process management. Smaller marketing teams have simpler processes and slimmer organizational hierarchies. Comprehensive project management and complex approval schemes are less important.
Functionality needs created by scale. Smaller companies are typically building marketing programs for a smaller product portfolio and generating leads for a more singularly focused sales team than their compatriots in larger companies. Therefore, we recommend lowering the weighting for capabilities like multiple lead scores and nurturing program portfolio management.
CRM integration. Smaller companies need out-of-the-box integration with their CRM system of choice.
Pricing and pricing models. Smaller marketing teams have smaller budgets, yet they are often competing against Goliath-sized competitors. These price-conscious buyers need price points — and operating costs — that don’t break the budget.

28. Forrester Wave™: L2RM Platforms, Q1 2014 For Small Marketing Teams
Act-On and Salesfusion are Leaders. With our small marketing team lens, we placed more weighting value on providing a robust but simple set of capabilities at a low-entry price point. These two vendors optimize to that set of variables.
Silverpop, salesforce.com, and Marketo are Strong Performers. If you take price and a commitment to smaller marketing teams out of the equation, these vendors deserve an evaluation based on their strong functional performance.
Adobe, CallidusCloud, IBM, and Oracle are Contenders. B2B marketers can get the job done with any of these solutions providers. Given the cost and complexity of tradeoffs, it’s likely that small marketing teams or SMBs will choose a different vendor, which will most likely be a satisfactory decision for the vendors.
Source: January 21, 2014, “The Forrester Wave™: Lead-To-Revenue Management Platform Vendors, Q1 2014” Forrester report

29. Forrester Wave™: L2RM Platforms, Q1 2014 For Small Marketing Teams (cont.)
Source: January 21, 2014, “The Forrester Wave™: Lead-To-Revenue Management Platform Vendors, Q1 2014” Forrester report

30. Agenda
How did we define the L2RM platform?
Current state of L2RM platform adoption
Selection and evaluation criteria
Detailed evaluation results
Making the Forrester Wave™ yours
What’s next
Recommendations

31. Customize the Forrester Wave™ to make the right decision
You can customize the weightings according to your individual needs.
Source: January 21, 2014, “The Forrester Wave™: Lead-To-Revenue Management Platform Vendors, Q1 2014” Forrester report

32. Agenda
How did we define the L2RM platform?
Current state of L2RM platform adoption
Selection and evaluation criteria
Detailed evaluation results
Making the Forrester Wave™ yours
What’s next
Recommendations

33. The L2RM platform market is changing
Consolidation season has started.
B2B marketers are moving beyond revenue performance management.
Customer insight to personalize the web experience
Improved capabilities for content creation, management, and especially delivery
Seamless multichannel engagement capabilities
Better reporting and analytics, especially predictive analytics
B2C and B2B2C marketers are getting in the game.
Vendors from adjacent markets are emerging as competitors.

34. Agenda
How did we define the L2RM platform?
Current state of L2RM platform adoption
Selection and evaluation criteria
Detailed evaluation results
Making the Forrester Wave™ yours
What’s next
Recommendations

35. Recommendations Resist the temptation of a quick decision.
Step up to the bar set by the vendors.
Recalibrate your L2RM vision.

36. Selected vendors have extensive capabilities
Forrester customer interviews and inquiries indicate low adoption/utilization of:
A/B testing.
Progressive profiling.
Multichannel engagement strategies.
Context-sensitive nurturing streams.
Intelligent content offers.
Data appending enrichment.
Attribution analysis.

37. Recalibrate your vision
“Savvy B2B marketing leaders are going beyond revenue performance management.
They are re-engineering their lead-to-revenue (L2R) process to transform marketing . . .
. . . from a top-notch supplier of leads for the load-bearing sales channel . . .
. . . to the architect of customer engagement across the entire customer life cycle.”

38. Lori Wizdo