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.* Although the world has certainly changed since the late 1990’s, I see no reason to expect a different pattern among demand generation vendors.