Digital marketers are continuously challenged with proving their programs are enabling sales and driving revenue. Achieving quarterly MQL goals is no longer sufficient for establishing success. Marketers are increasingly being held to specific revenue goals that require a much tighter alignment between marketing and sales. As a result, more B2B professionals are shifting their focus from implementing basic marketing automation features to offerings that provide sophisticated and advanced functionalities to help them reach their lead-to-revenue goals.
Forrester Research recently evaluated 11 lead-to-revenue management (L2RM) platform vendors including Act-On, Adobe, bpm'online, CallidusCloud, HubSpot, IBM, Marketo, Oracle, Right On Interactive, Salesforce, and Salesfusion against 36 criteria. The report shows how each provider measures up to better assist B2B marketing professionals in making the right choice for their organization. For the 2016 report, we're proud to share that Oracle was a leader in their assessment.
Graded on a 5-point scale (0 = weak / 5 = strong), Oracle achieved the highest score in the current offering (4.72) and market presence (5.0) categories. In the strategy category, Oracle was recognized with a score of 4.40. Below are a few additional observations from the report to help provide strategic guidance for digital marketers and sales leaders when choosing lead-to-revenue management technologies.
What is Lead-To-Revenue Management?
According to Forrester, a L2RM business system includes integrated goals, processes, and metrics that reshape marketing practices to drive effective customer engagement across the entire customer life cycle - from awareness to advocacy. Vendors who have been included in this evaluation have offerings and strategies to help marketers operationalize a controlled L2RM process. According to the report, strong support for cross-channel execution, inbound marketing, personalization, as well as predictive and account-based marketing (ABM) dictate which providers will lead the pack.
How did Oracle achieve its position as a Leader?
When evaluating Oracle's L2RM platform, Forrester noted, “Consider Oracle to bring large, complex go-to-market strategies to life. In a straight-up evaluation of product features and functions, Oracle led in our evaluation.” For this report, Forrester assessed the core functional depth of Oracle Eloqua and its advanced capabilities with Deliverability Plus, Digital Advertising, and Oracle Content Marketing products in the Oracle Marketing Cloud.
Forrester also remarked that “Oracle Eloqua's program canvas set the standard with a user interface that makes it easy to envisage and plan the complex, multistage interactions required to support B2B buying cycles.” Oracle Eloqua's program canvas is a straightforward integration design tool for CRM and third-party application integrations that marketers can easily understand and use.
In addition to offering deep functionality for marketing tasks and tactics, Oracle Marketing Cloud provides vertical solutions for B2B organizations which are specifically tailored to industry requirements and regulations such as financial services, non-profits, entertainment, wealth management, manufacturing, and life sciences.
Oracle is proud to be named a leader in Forrester's L2RM Report. Oracle believes that it sets the bar for current industry leading offerings and market presence. Oracle remains committed to providing an integrated portfolio of best-of-breed components that helps marketers connect their third-party applications to power their customer experience.
Click to read The Forrester Wave™: Lead-To-Revenue Management Platform Vendors, Q4 2016 today.
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