According the Forrester Wave report, Marketo scored its highest marks in the following criteria:
Marketing and sales alignment, marketing planning and process management, support for large-scale environments
Campaign design, execution, and management
Technology and architecture
Corporate strategy, product strategy, breadth of vision
Based on Forrester's analysis of their clients' inquiries, every B2B marketer has Marketo on their shortlist when considering a marketing automation solution. Marketo's ranking as a Leader in the Forrester Wave report is based on its strength of its current offering, vision, roadmap, and marketplace impact.
"Marketo is honored to be named a leader in the latest Forrester report. Our top priority is to constantly innovate and deliver industry-leading solutions that align with the constant changes happening in Lead to Revenue Management," said Matt Zilli, vice president, segment and product marketing, Marketo. "Marketo puts the marketer first, and that is a responsibility we do not take lightly."
According to the Forrester report, the lead-to-revenue management (L2RM) platform market is growing because B2B marketers view lead-to-revenue management solutions as a way to implement standardized, scalable processes for marketing planning, execution, and reporting. What marketers are searching for are vendors who can provide support for managing the marketing process – planning, budgeting, and performance management – in a single solution. Companies who have implemented L2RM automated solutions experience significant growth, both in revenue and organizational maturity. According to the Forrester Wave report, B2B marketers who have successfully implemented L2RM automation platforms contribute more to their company's sales pipeline, are slightly more focused on revenue growth and improving their ability to innovate and are more likely to use measurement and analytics to understand their marketing success.
"Marketo's performance in this evaluation is based on the strength of its current product offering, vision, roadmap, and impact on the marketplace," wrote Lori Wizdo, Forrester VP, principal analyst, in the report.
The 36 evaluation criteria for the Forrester Wave is based on in-depth analysis of past research, user need assessments, and vendor and expert interviews. The criteria were grouped into three high-level categories: Current Offerings, Strategy, and Market Presence – which, combined, determined the Forrester Wave rankings of the 11 most interesting solution providers invited to participate in the assessment.
Over the past year, Marketo has built upon its role as an industry innovator by releasing products such as Marketo Account-Based Marketing. Released in September, it is the only solution that unifies the essentials for a successful ABM strategy in one place. Marketo's aggressive product roadmap encompasses additional solutions and partnerships designed to empower marketers to excel at digital engagement strategies.
About Marketo Marketo provides the leading engagement marketing software and solutions designed to help marketers develop long-term relationships with their customers - from acquisition to advocacy. Marketo is built for marketers, by marketers and is setting the innovation agenda for marketing technology. Marketo puts Marketing First. Headquartered in San Mateo, CA, with offices around the world, Marketo serves as a strategic partner to large enterprise and fast-growing small companies across a wide variety of industries. To learn more about Marketo's Engagement Marketing Platform, LaunchPoint® partner ecosystem, and the vast community that is the Marketo Marketing Nation®, visit www.marketo.com.