Marketo Named a Leader for Lead-to-Revenue Management by Independent Research Firm

Jan 28, 2014, 08:30 ET from Marketo

SAN MATEO, Calif., Jan. 28, 2014 /PRNewswire/ -- Marketo (NASDAQ: MKTO), provider of the leading cloud-based marketing software platform for building and sustaining engaging customer relationships, today announced it was named a Leader for lead-to-revenue management in large enterprises. This was according to the January 2014 Forrester Research, Inc. report: "The Forrester Wave(TM): Lead-To-Revenue Management Platform Vendors, Q1 2014."


According to this Forrester Wave, savvy B2B marketing leaders are going beyond revenue performance management to transform marketing into the architect of engagement across the customer life cycle. L2RM platform vendors are stepping up with tooling that enables customer-centric, multichannel, personalized marketing -- at scale. Companies that have implemented an L2RM automation platform have seen results in both organizational maturity and business impact.  According to a Forrester survey, L2RM platform users contribute more to the sales pipeline, have higher levels of process maturity, measure results more holistically and collaborate better with their sales colleagues.

"We believe that this Forrester Wave validates that Marketo is the best choice for companies seeking a powerful platform to enable them to build better relationships with prospects and customers," said Marketo Vice President of Product Marketing Jon Miller. "Marketo's comprehensive analytics, marketing thought leadership and constant innovation are empowering more than 40,000 of today's marketers in companies of all sizes to grow revenue like never before."

Marketers today must fundamentally change how they engage their prospects and customers, and that takes the form of multichannel campaigns integrated back into a central platform, Miller added.

"Marketo [has] developed an L2RM platform with significant functional breadth," writes Lori Wizdo, Forrester analyst in the report. "The company has struck a good balance between robust functionality and ease of use."

The 75 evaluation criteria for the Forrester Wave(TM) looked at a mix of current product, future vision, and company strength. The criteria were grouped into three high-level buckets: Current Offering, Strategy, and Market Presence -- which, combined, determined the Forrester Wave(TM) rankings of the nine most significant solution providers invited to participate in the assessment.

According to the Forrester Wave, Marketo had the highest scores of any vendors in the following areas:

  • Campaign design, execution, management
  • Sales tools and interaction
  • Reporting, analytics, and alerting
  • Technology and architecture

Forrester also recognized Marketo's Customer Engagement Engine as an example of Marketo's good balance between robust functionality and ease of use, stating that it makes it easy to scale a strategy of specific content marketing campaigns at finely targeted segments.  With capabilities such as these, the report also noted Marketo's strength in serving Small Marketing teams, giving Marketo the highest score for "Current Offering" specifically for marketers in this segment.

Within the last year, Marketo has led innovation in the marketplace not only with the Customer Engagement Engine, but also with Marketo Financial Management — a way for marketers to track and forecast marketing spend — the industry's only integrated social applications, its unique Mobile Event applications, and its pioneering conversion import integration with Google AdWords.

View the Marketo Demo to learn how to accelerate your marketing expertise and grow revenue faster with Marketo.

About Marketo: Marketing Software. Easy, Powerful, Complete.

Marketo (NASDAQ: MKTO) provides the leading cloud-based marketing software platform for companies of all sizes to build and sustain engaging customer relationships.  Spanning today's digital, social, mobile and offline channels, the Marketo® solution includes a complete suite of applications that help organizations acquire new customers more efficiently, maximize customer loyalty and lifetime value, improve sales effectiveness, and provide analytical insight into marketing's contribution to revenue growth. Marketo's applications are known for their breakthrough ease-of-use, and are complemented by the Marketing Nation™, a thriving network of more than 200 LaunchPoint™ ecosystem partners and over 40,000 marketers who share and learn from each other to grow their collective marketing expertise.  The result for modern marketers is unprecedented agility and superior results.

Headquartered in San Mateo, CA with offices in Europe and Australia, Marketo serves as a strategic marketing partner to more than 2,700 large enterprises and fast-growing small companies across a wide variety of industries. For more information, visit

Marketo, the Marketo logo, Marketing Nation and LaunchPoint are trademarks of Marketo, Inc. All other trademarks are the property of their respective owners.

SOURCE Marketo