International Data Corporation (IDC) published its 2016 MarketScape report profiling the leading providers in the worldwide marketing cloud platforms market. This analysis shows that although the vendors have distinct differences, overall, there are tremendous capabilities available for marketers.

IDC MarketScape: Worldwide Marketing Cloud Platforms Providers 2016 Vendor Analysis (IDC #US41025715) evaluates the offerings and prospects of nine vendors’ relative capabilities. These providers were evaluated using detailed criteria that IDC identified as key factors contributing to vendor success in the worldwide marketing cloud platforms market. The vendors included in the analysis are Adobe, HubSpot, IBM, Marketo, Microsoft, Oracle, Salesforce, SAP, and Teradata.

The IDC MarketScape methodology Adobe, Oracle, and Salesforce in the “Leaders” category.

According to Gerry Murray, Research Manager with IDC’s CMO Advisory Service, “After an extensive comparative analysis, it is clear that marketers of every stripe have powerful solutions from which to choose. There is a short list of mistakes buyers must avoid. Number 1 is doing nothing. Number 2 is buying technology for technology’s sake. Number 3 is letting different marketing solutions sprout up like weeds all over the organization. Last, marketing tech is not a magic bullet; you have to transform your team into a digital marketing machine in order to make the most of these new capabilities. By avoiding these issues, buyers will find extremely good solutions that will dramatically improve marketing performance.”

IDC MarketScape vendor analysis model is designed to provide an overview of the competitive fitness of IT, telecommunications, or industry-specific suppliers in a given market. The research methodology utilizes a rigorous scoring methodology based on both qualitative and quantitative criteria that results in a single graphical illustration of each vendor’s position within a given market. IDC MarketScape provides a clear framework in which the product and service offerings, capabilities and strategies, and current and future market success factors of IT, telecommunications, or industry-specific vendors can be meaningfully compared. The framework also provides technology buyers with a transparent foundation to allow companies to independently compare the strengths and weaknesses of current and prospective vendors.



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