Gleanster Publishes Benchmark Report to Educate Marketers on Revenue Performance Management

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New research reveals best practices in marketing automation as well as analyst commentary on 38 related solution providers

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The marketing automation space has been heating up all year in terms of customer adoption, capabilities enhancements and revenue growth due largely to the promise of Revenue Performance Management.

Gleanster today announced the publication of a new Gleansight benchmark report, Revenue Performance Management: The Evolution of Marketing Automation. Drawing from the experiences of 178 companies, the report offers a comprehensive look at how Top Performers are embracing the concept of Revenue Performance Management to increase marketing ROI and unlock the formula for predictable revenue growth.

The report comes on the heels of Oracle’s announcement on Thursday that it has agreed to acquire Eloqua for $871 million in a bid to establish a leadership position in the burgeoning marketing automation technology arena. Eloqua, along with Marketo and a few smaller solution providers, has played an instrumental role in popularizing the term Revenue Performance Management, which Gleanster defines as the process of tracking and optimizing all marketing and sales contacts through the customer lifecycle.

“The timing of this report couldn’t be better,” said Jeff Zabin, Research Director at Gleanster. “The marketing automation space has been heating up all year in terms of customer adoption, capabilities enhancements and revenue growth due largely to the promise of Revenue Performance Management, culminating in Thursday’s announcement. Gleanster was an early champion of Revenue Performance Management, publishing a host of related Deep Dive analyst reports, trade magazine articles and blog posts, including ones that appear on the Eloqua website. This new benchmark report will help educate the marketplace even more broadly about best practices in Revenue Performance Management.”

David Raab, a globally-recognized thought leader, research analyst and consultant on marketing technologies, served as the lead author of the report, which is available for free download (registration required). The report is 46 pages and consists of seven sections: Topic Overview, Reasons to Implement, Value Drivers, Challenges, Performance Metrics, Success Stories and the Vendor Landscape. The latter section includes descriptions and analyst commentaries for 38 related solution providers. It also includes comparative rankings across four key dimensions of evaluation: Ease of Deployment, Ease of Use, Features and Functionality, and Overall Value.

As with all Gleanster research, vendor rankings are determined by the experiences of industry practitioners and not by analyst assessment or opinion. The solution providers that received the highest scores across all four dimensions are: Act-On Software, Eloqua, eTrigue, HubSpot, Marketo, Neolane and Pardot, which was acquired in October by ExactTarget.

Other featured solution providers, many of which also received high scores, include ActiveConversion, Alsamarketing, Alterian (SDL), Aprimo, Beanstalk Data, ClickSquared, DecisionSoftware, Entiera (FICO), Genius, Genoo, Infusionsoft, LeadFormix (Callidus), LeadLife Solutions, LoopFuse, MakesBridge, Manticore Technologies, MarketingPilot (Microsoft), Net-Results, NetSuite, OfficeAutopilot, Optify, Pitney Bowes Business Insight, Right On Interactive, SalesFUSION, Silverpop, SugarCRM, Treehouse Interactive, True Influence and Unica (IBM).

About Gleanster
Gleanster benchmarks best practices in technology-enabled business initiatives, delivering actionable insights that allow companies to make smart business decisions and match their needs with vendor solutions. As the first market research firm to "go open," we also aggregate thought leadership in the form of white papers and research reports from third-party sources, including solution providers — who, for their part, can create and maintain their own Vendor and Solution Showcases on Gleanster to help further educate the marketplace.

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Amanda Forgash
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