Major analyst IDC recently released their MarketScape vendor assessment for worldwide marketing cloud platforms. Guess who was the leader? Of course, this is no accident, no quirky twist of fate; Adobe is the most trusted, most recognized name in Marketing. It’s who we are and what we do. And to get here, we have had to be better than some of the biggest, most successful software companies in the world.
Like always, just getting invited to participate is an honor and a major hurdle. As IDC says about its inclusion criteria:
To be included in this analysis, vendors needed to offer at least a dozen key pieces of cloud-based marketing functionality as represented on IDC’s 2016 Marketing Technology Map with $100 million in cumulative revenue run rate. Each vendor was required to complete an exhaustive (and exhausting) request for information detailing its capabilities in up to 200 attributes. The vendor also had to identify the functionality provided by each marketing cloud component and explicitly declare what relevant functionality is available (or not) via other solutions it offers, such as content production, data and analytics, and/or collaboration platforms. Each vendor was also required to provide two customer references. Each customer was required to assess its vendor’s solution on 20 different capabilities and spend an hour with IDC explaining its ratings. All this research is further supplemented by IDC’s many years of working with customers in a variety of industries to help assess requirements and optimize adoption and utilization of marketing solutions.
Let me sum it up—Just getting to the table is a major hurdle.
Adobe clearly demonstrates leadership across the board. And only three out of the nine vendors included made it into the Leaders category.
Adobe Marketing Cloud enables you to identify, understand, and engage your customers so you can deliver consistent, continuous, and compelling experiences that matter. That’s today’s holy grail. Companies are creating Chief Customer Officers precisely because customer expectations of a seamless, continuous experience are so high. But to do it requires a foundational digital transformation to a platform that elevates your brand delivering amazing experiences across channels and devices, while meeting the demanding expectations of every customer.
As IDC says, Customers are always on, are networked, and have ever increasing expectations. They are fully aware of how much data brands have about them. It is obvious which brands use that data to help customers improve their personal and professional lives and which are just trying to get the next dollar out of their pocket. As a result, a well-orchestrated multichannel marketing capability is a de facto requirement of any modern marketing organization. Companies that choose to remain in email-only mode have only themselves to blame for poor market performance.
You have to make every interaction, every touch point, every experience one that moves your customers closer to you, not farther away. Walk the customer journey with them, observing, suggesting, encouraging. Know them, anticipate their needs, help them. Because today’s empowered consumer has little time, and less patience.
Analyst firms like IDC recognize how important this is, and how hard it is to get it right.
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