Analysis on Marketo

CRM Market Overview

1. Worldwide $10.6 billion CRM revenue in 2010 à $16.7 billion CRM revenue in 2015, CAGR 9.5%
2. CRM Market: Sales 43%, Marketing Management 24%, Customer Service & Support 32%
3. By 2015, 33% of new CRM spend will be SaaS
4. Marketing Management
• Executional Processes (MCCM): analyze customer data, segment customers, target communications to customers or partners across multiple channels
• Operational Processes (MRM): support internal marketing operations and management of resources (budgets, projects, HR, content/assets)
• Analytical Processes (MPM): Planning, optimizing outcomes and measuring performance
5. By 2014, companies that implement/execute marketing management will achieve 50% higher ROMI
6. Two ongoing Customer initiatives – 1) Closed loop marketing process and 2) Marketing and sales alignment
7. Growth in ecommerce, web analytics, CRM deployments in mobility solutions, customer loyalty management to improve cross-sell/upsell opportunities

 Key Trends of Marketing Management

1. Customer decision framework for selecting marketing platform
• TCO(capex, opex)
• Ease of use
• Maintenance demands
• Desired functionality
2. SMBs and B2B companies leveraging SaaS offerings from single vendor
3. Larger organizations may require multiple vendors in hybrid model
4. M&A and partnerships affecting competitive landscape

Marketo solutions for Marketing & Sales

Marketo Lead Management - marketing automation

Marketo Sales Insight - sales lead management

Marketo Revenue Cycle Analytics – ROI analysis

Marketo Social Marketing – social campaigns and viral promotions

Competitive landscape

1. CRM lead management

• Eloqua – Strong product functionality, User satisfaction, AppCloud
• IBM (Unica) – Strong financial backing, breadth and scalability
• Microsoft Dynamics CRM – Relative simplicity, support for user-defined workflows
• Oracle Siebel – Breadth of functionality, existing ecosystem
• SAP – Integrated with SAP CRM, Hana accelerator for large data sets
• Pardot, Silverpop – other players dropped from Gartner Magic Quadrant this year due to increase in minimum revenue level criteria from Gartner
1. Integrated Marketing Management
• Neolane – Support salesforce.com, MS Dynamics CRM, Oracle on Demand, Easy UI and campaign customization
2. MRM - On-premise/hosted/SaaS deployment models
• IBM(Unica), SAS, Teradata(Aprimo), Brandmaker, Orbis Global, SAP,  Adnovate, MarketingPilot Software