Marketing Automation Vendor Consolidation: Lessons from History
Customer Experience Matrix
JULY 22, 2010
When campaign management systems consolidated in the late 1990's and early 2000's, most were bought by enterprise software companies. These were campaign management systems including Exchange Applications, Recognition Systems/Protagona, Prime Response, Intrinsic, Unica, Aprimo, Decision Software TopDog/MarketWide, Alterian and SmartFocus. Although Unica, Alterian and SmartFocus have purchased complementary products, these were extensions around the campaign management core.