Marketing Automation Vendor Consolidation: Lessons from History
Customer Experience Matrix
JULY 22, 2010
As I wrote in my June 30 post on consolidation among marketing automation vendors , I expect the number of competitors to shrink fairly quickly as new buyers concentrate their purchases among a handful of leading vendors. Will weaker marketing automation vendors merge with each other to establish a larger market presence? Let’s look at a similar consolidation about ten years ago, among the original marketing automation vendors.* Microsoft is another possibility, although its Dynamics CRM is sold mostly to smaller businesses than the typical marketing automation system.