Marketing Automation Vendor Consolidation: Lessons from History
Customer Experience Matrix
JULY 22, 2010
Summary: consolidation isn't new among marketing software vendors. When campaign management systems consolidated in the late 1990's and early 2000's, most were bought by enterprise software companies. The pattern will likely repeat itself. 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.